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RISING FEMININITY- WOMEN DOING GREAT- OBSTACLES ON THE ROAD- THE NORMAL CHAOS OF LOVE & LIFE

VIEW5 ICONIC

EXAMPLES

THEMES

TREND

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The campaign Shameless by Suit Supply, shot by photographer Carli Hermes has stirred a lot of

discussion, as the portraits were said to be “female unfriendly” to some.

We beg to differ though. If you look more closely, the ad shows a woman in control. While he is trying to get a

grip, she enjoying a cup of coffee, as if she were to say to him “enjoy it while it lasts…”

1.IN CONTROL

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Catcalling (“a harsh or shrill call or whistle expressing derision or disapproval”, according to the Oxford

Dictionary) is often perceived as something negative from a woman’s point of view. As such, U.S

photographer Hanna Price decided to take action with her project City of Brotherly Love. Taking photographs of

men who catcalled her, she confronted them, while placing them in a vulnerable position at the same time.

In line with this example is Stop Telling Women To Smile. This project “attempts to take women’s voices and faces

and put them in the street, creating a presence for women in an environment in which females are

frequently made to feel uncomfortable and unsafe”.

2.CATCALLING / G

STOP TELLING

WOMEN TO SMILE

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When we talk about Obstacles on the Road to Success, one story in particular comes to mind. In 2009, at the age

of 11, the young Pakistani girl Malala Yousafzai kept an online journal for the BBC to report on her struggle for

educational rights for girls. This led to a brutal response by the Taliban movement: Malala was shot in the head

on the schoolbus in 2012.Luckily, she survived the attack and after several

operations she continued her fight. In 2013, she received a nomination for the Nobel Peace Price and became the youngest winner of the Sacharov Price for Free Speech.

3.MALALA

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Blurred Lines by Robin Thicke is probably the most discussed music video of 2013. The clip displays naked

girls (in the censored version the girls are a bit more covered up). The women exude self-consciousness and

body consciousness, instead of being depicted as the archetypical sex symbols, as women are traditionally

portrayed in rap videos.

4.BLURRED LINES

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The introduction of Plus Size Fashion Weekend is a sign that plus size modelling is now really taken seriously. And it is another indicator that standards and conventions on

what beauty is, are shifting. Cover girls are no longer fashion icons or professional

models per se and magazines are increasingly starting to highlight real people, who are most of the time extremely good looking. But hey, it’s a start... In addition, the use of

photoshop is debated. Today’s role models go from good old supermodel Kate Moss and singer Beyoncé to the world’s most powerful

first ladies Michelle Obama and Peng Liyuan.

5.PLUS SIZE

FASHION WEEKEND

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Contact Us

Carl Rohdecarl@scienceofthetime.com+31(0) 6 212 431 14

Thomas Spronkthomas@scienceofthetime.com+31(0) 6 211 613 37

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