Brazilian newspaper O Estado de Sao Paulo highlighted "victim blaming" against women in the country by placing messages on fashion show models that only showed up in photos.
The project, called "Invisible Sexism," was created in partnership with agency FCB Brazil. Estado painted messages of empowerment on the models' bodies for the fashion show of stylist Amir Slama at Sao Paulo Fashion Week. Phrases included "Cleavage is not an invitation," "My skirt is not a permission," "Showing skin is not teasing" and "I dress myself like I want to." The ink only shows up with flash photography, not as the models walk down the catwalk -- so attendees would only be able to see the campaign in any photos they took.
"With this project, we shed light on a subject that must be seen. Invisible sexism must be seen, so that it can be discussed with the seriousness it deserves," said Joanna Monteiro, Chief Creative Officer of FCB Brasil, in a statement. "The paint is not visible to the naked eye, just as prejudice and violence against women are not always evident."