Incontinence is a much bigger problem than we would most probably expect it to be.

But do we have to make it public? Other than serious sicknesses (let’s say AIDS), I doubt that we have to make aware of it. Let’s just put it into: Get help or help yourself with that.

However, beloved Harvey Nichols seems to have taken advantage of this recently.

For their latest sale ads they decided to force models into a not-peeing marathon for a few hours (because why would someone do that “voluntarily”? Regardless of the pay-check?!) and let them out the moment they approach HN doors.

“Try to contain your excitement” is the big slogan beneath the unmistakable logo and next to some trying-hard-to-look-confident models.

The idea might be funny to some extent. But are wet details going to replace distressed jeans, batiked looks, moonwashed detailing and other much recognizable patterns?

I heavily doubt it.

Looking at it from a much healthier perspective leaves me with the only thought of “that poor girl will have a bad bladder infection tomorrow” rather than “Awesome! Harvey Nichols makes us pee in public places! Maybe I find some sass&bide jeans -70% – I need to go there!”.

Effective PR, not so effective image making. No matter what those people in my favourite department store must have been thinking – this is somehow …rweediculous.

The only question remaining: Do we need to pee publicly because of a drastic loo-cut in Knightsbridge? Or is it “so good that we nearly peed our pants?”*

Have a nice weekend. And don’t get soppy.

*taken from Julia Roberts in Pretty Woman