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'

By Alexandra Jardine. 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."

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Apr 26, 2017
FCB - Brazil
Chief Creative Officer:
Joanna Monteiro
Executive Creative Director:
Fabio Simões
Creative Director:
Romero Cavalcanti
Art Director:
Henrique Ferreira
Art Director:
Victor Yves
Mario Morais
Marcio Bueno
Suelen Mariano
Cris Pereira Heal
Anna Sant'Anna
Henrique Silva
Creative Planner:
Marcia Neri
Creative Planner:
Bianca Reame
Creative Planner:
Rafael Goncalves
Creative Planner:
Marcio Rodrigues
Creative Planner:
Carolina Valentim
Fabio Freitas
Cristina Omura
Augusto Gasperotto
Graphics Production:
João Albertini
Graphics Production:
Daniele Fonseca
Graphics Production:
Camila Galdêncio
Art Buyer:
Tina Castro

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