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Dear Kate introduced its new lingerie line Ada Collections in the market for the people working in the tech industry. The brand owners in its product promotion prepared an ad in which some tech heads were seen wear under wears while working on their projects. Most of the people on social media started discussion on good and bad of this ad and product. Some people believe that this will promote sex in the tech industry and it will not be consider as favorable.

The CEO of the Dear Kate defended their product and its marketing campaign and said that it will not disgrace the women but empower them in their work field, especial in the tech industry. She Said, “There has been a lot of sexism in tech, so we’re taking it one step further and really saying women should be respected regardless of what they’re wearing.” She said that if someone looks me while I am in under wear and consider that she is promoting sex,so it is her own mistake not her. She said women must be appreciated and respected without considering what they are wearing. She said their product will empower the women instead of disgracing them.