There were a number of reactions from our readers to reports by The Sofia Echo about an Australian shirt advert that, while winning an award, caused controversy by mocking Bulgarians.

I tell you this, my dears, when my grandfather and his grandfather and his grandfather were tailoring clothes, the “Australians” were hunting with boomerangs for daily food. I wonder why don’t they play games on Iran? Sure, why not, but before that they have definitely to build bomb shelters, because, you know, don’t mess with those who act before they think. Now, on the other hand, why not involve a small and unknown country like Bulgaria ...Anyway, they are so far away down under, in another galaxy, that I feel almost bad for them ...

Telephonka

Very bad taste ad. The truth is that some French designers, like Pierre Carden, have some shirts ordered in Bulgaria.

Peter

I live and work in Plovdiv, my wife is Bulgarian and my children are half-breeds. This does not stop me from saying that the racist, chauvinist Bulgarians get exactly what they deserve.

Magnus Batavia

Magnus, you are a pathetic ignoramus. Speaking as a proud Australian woman, I would not blame your wife if she left you in a ditch choking on your testicles for that totally gutless comment.

Kylie Bourke

Fine Bulgarian textiles were around before Herringbone. On December 18, the Herald published a funny advertisement advising readers to “never buy a shirt made by a Bulgarian”, and further stating that “Bulgarians are not known for their tailoring abilities”.

This type of advertising may offend some Australians, because it relies on ignorance. Those who contacted the Bulgarian embassy to express their indignation certainly know that for centuries, well before advertising companies existed, not to mention a clothes manufacturer called Herringbone, Bulgarian manufacturers had produced and exported wool, linen, cotton and natural silk materials and clothes of the finest quality. Towns such as Sliven, Gabrovo and Sevlievo were renowned international textile markets at the time Captain Cook approached the Australian beaches.

Bulgaria is now quickly recovering from decades of communism and, as a member of the European Union, has met the challenges of the most competitive markets, fashion design included. Fashion manufacturers in Bulgaria have satisfied the standards of the world’s most exquisite designer brands as well as new, native brands.
I do not feel personally offended by the advertisement, because I proudly wear some of these products. And looking at my own long and fine fingers, I do not feel offended either at the claim that Bulgarians “typically have fingers like large salamis”.

However, I would refrain from making such comments about the bodies of other nationalities. Because choice is the real freedom of a market economy, I am confident that Australians are not going to miss out on high-quality fashion, whatever negative advertising might appear in the media.

Yanko

Even as a joke I found the advert offensive - and I think the Bulgarian Government should make a formal complaint (and I am British). I fear this will not enhance Anglo- (or other English speaking) Bulgarian relations. This is important as many Brits/Irish like Bulgaria for their holidays and are investors here. The Australians don’t have to worry so much - they are on the other side of the world.

Mary