Sunday, a report of "66 minutes" devoted to Kiabi followed in particular a client of the clothing brand.

Problem, this client was in fact the director of a communication agency working for Kiabi.

"We should have been more vigilant," admits the production company. 

The controversy is embarrassing for

66 minutes

.

On Sunday, the large format of the M6 ​​magazine presented by Xavier de Moulins was devoted to the Kiabi brand, the low-cost clothing brand from the north of France.

But to extol the merits of the brand, the magazine gave the floor to a loyal client, who turned out to be ... the director of a communication agency working for Kiabi, without viewers being informed of his function.

"We got screwed," concedes the production company. 

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The report began by focusing on a mother of two twins presented as a frequent customer of Kiabi.

During the sequence, this customer is delighted with the savings she can make by shopping in the store.

At the end of its purchases, the voice even does the math: 43 items for 272 euros, an average of 6.32 euros per item of clothing. 

"We should have been more vigilant"

It looks a bit like an ad.

And the problem is, you might think it is.

On Twitter, a user has indeed revealed that the client in question was therefore the director of a communication agency working for Kiabi.

The site "Stops on images" conducted the investigation and confirmed that this was indeed the case. It also contacted the main interested party, who confirms that her agency works well for Kiabi, but does not really understand the controversy.

"A friend who works in Kiabi told me that the family planned for the shoot had withdrawn. As she knows that I am a big client, she offered to replace her. She was looking for a mother with several families. children, a recurring customer of Kiabi, who was going to do her back-to-school shopping there. I met all the criteria, "she explains to the site. 

"Freeze Frame" also joined the production of the magazine, which referred it to the production company that shot the report.

"We checked with her loyalty card that she was a very regular customer. The reporter who went to shoot at her house asked her if she worked for Kiabi, and checked on her LinkedIn. But we should have been more vigilant. , we were fooled like blues ", we recognize.