Shoppers interviewed this week said that they had no idea about the John 3:16 on the bottom of their shopping bags.
"Jesus wore clothes," a 22-year-old from Brooklyn, Jason Schultz, said when informed about the phrase on his bag. He said it didn’t bother him that the company wanted to spread a religious message.
Not so for the rock guitarist Dani Neff, who was out shopping for a black sparkly halter-top to go with a pair of red high-heeled shoes.
"That’s so freaky," she said. "It kind of annoys me that I’m carrying this around without even knowing it."
But the discreet placement — and the religious content — of the phrase could be a smart advertising move, according to Pamela Klein at Parsons The New School for Design.
"Religion is hot — it’s in the air. Madonna has a crucifixion in her current show and it’s cool to be interested in God these days," Ms. Klein said.
As for the location of the phrase, she said that it’s a clever idea because it allows customers to discover it.
"It’s not out where you see it right away…and it becomes personal — you have to actively engage with the bag to read the statement," she said.
Forever 21 isn’t the only business to wear its religion on its packaging. The popular West Coast burger chain In-NOut Burger, prints John 3:16 on the inside of the bottom rim of their cups. Its hamburger and cheeseburger wrappers point to Revelation 3:20.
With plunging necklines and well above the knee hemlines, the clothing is not what ministers would likely guide their parish to wear. Still, the president of the Catholic League for Religious and Civil Rights, William Donohue, said a public dissemination of a gospel message should be cheered on as long as it’s not done in an offensive manner.
"We should give them the benefit of the doubt and cheer them on," Mr. Donohue said. "While it may not be the most reverential thing to do, by putting John 3:16 on a shopping bag, indeed it smacks of commercialism, it does not rise to the level of insult," he said.
Are there any other Catholics in reporters’ rolodexes beside Fr. Richard McBrien and William Donohue? Just wondering.
Anyway, what an interesting confluence of quotes….religion is hot…look at Madonna!
Here’s the Forever 21 website – the clothes are, as a whole, a bit more modest than what you’d find at, say, Wet Seal – and yah, there are some good-looking skirts. So, whatever.
And just wondering…I’m seeing these tunics everywhere right now…are the belly-baring, low slung pants days coming to a close, do you think? For the sake of mothers of teens everywhere…let’s hope.
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