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Company: Bluefly, Inc
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Brand: Bluefly
Ad Title: Closet Confessions
Business Category: Fashion/Apparel
Media Outlets: Online Video
Country: United States
Region: US National
Agency: McCaffery Gottlieb & Lane
Year: 2010
Target: Gays & Mainstream


Real GLBT Person

Camp/Gay Drag


Theme Breakdown

AdRespect Score: 
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Closet Confessions is a short web series created by the online fashion company Bluefly. This advertisement is comprised of clips from the Closet Confessions webisode featuring Olympian Johnny Weir, an openly gay figure skater.

In this ad, Weir gives the viewers a tour of his home closet and comments on some of his favorite pieces, including his Balenciaga bags "tree," a rainbow colored fur coat, and a red army soldier hat from the former USSR which he says suits him well. "I'm a huge, huge fan of Chanel. I collect it like it's art." Brandishing a shiny black coat with a giant collar, he says "I'd wear something like this to the grocery store." Fumbling with a large bag, he says, "I would buy anything with LV on it, I would even buy bread."

With the furry rainbow coat, Weir says, "This jacket makes me feel really beautiful, like I'm walking around in art. It's like wrapping yourself in a Picasso." Then he adds, "Nothing is ever enough. That's my style." The ad ends with him saying, "I want to be the next Kate Moss."

Weir is a two-time Olympian, 2008 World bronze medalist, two-time Grand Prix Final bronze medalist, 2001 World Junior Champion, and three-time U.S. national champion (2004–2006).


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