These Anti-Sexism Messages on Fashion Models Only Show Up With Flash Photography

Brazilian Newspaper Hijacked a Sao Paulo Fashion Show With Campaign Highlighting 'Victim Blaming'

Published On
Apr 26, 2017

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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."

Credits

Date
Apr 26, 2017
Brand:
Estadao
Client:
Estadao
Agency:
FCB - Brazil
Chief Creative Officer:
Joanna Monteiro
Executive Creative Director:
Fabio Simes
Creative Director:
Romero Cavalcanti
Art Director:
Henrique Ferreira
Art Director:
Victor Yves
Copywriter:
Mario Morais
Projects:
Marcio Bueno
Projects:
Suelen Mariano
Account:
Cris Pereira Heal
Account:
Anna SantAnna
Account:
Henrique Silva
Creative Planner:
Marcia Neri
Creative Planner:
Bianca Reame
Creative Planner:
Rafael Goncalves
Creative Planner:
Marcio Rodrigues
Creative Planner:
Carolina Valentim
Media:
Fabio Freitas
Media:
Cristina Omura
Media:
Augusto Gasperotto
Graphics Production:
João Albertini
Graphics Production:
Daniele Fonseca
Graphics Production:
Camila Galdêncio
Art Buyer:
Tina Castro
Art Buyer:
Daniel Gonalves
RTV:
Charles Nobili
RTV:
Pedro Lazzuri
RTV:
Ricardo Magozo
RTV:
Mariana Carneiro
RTV:
Natasha Zaminiani
Model:
Ana Ferreira
Photographer:
Mauricio Nahas
Photographer:
JF Diorio/Estadão
Client Approval:
Flavio Pestana
Client Approval:
Marcelo Moraes
Client Approval:
Marcela Dalla Torre
Support Agency:
Estudio Mario Daloia

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