After decades of women being told to censor their healthy physique hair, it’s is finally apropos normalized. In serve to both celebrities and women opposite a nation embracing their leg and armpit hair, this transformation has, ironically enough, been pushed to a forefront by an indie razor brand, Billie.
A year ago currently a code expelled a ancestral Project Body Hair video, a first-ever razor ad to uncover womanlike physique hair. “We really most wanted to not usually acknowledge that physique hair exists, and to uncover it,” Billie cofounder Georgina Gooley tells Glamour. “But we also wanted to pierce a review around a summary that razor brands have been pity with women—and that shred is a choice, not an expectation,”
Despite a swell done in a enlightenment and advertising, there’s still one form of hair that’s seen as taboo: pubic hair. While a tides are changing (see Janelle Monáe’s “Pynk” video and Ashley Graham’s organisation text), Billie wants to normalize pubic hair serve with a newest campaign, Red, White, and You Do You, only in time for a Fourth of July. The video showcases models’ pubic hair in several states, from a purify trim to a full bush. To a brand’s knowledge, it is a first-ever razor ad featuring womanlike pubic hair. The debate was desirous by a suggestion of Project Body Hair, with a summer-focused twist.
“If we’re not acknowledging physique hair exists, it’s a form of physique shaming,” says Gooley, adding that bathing is nonetheless another approach women are approaching to be “beach ready.” She hopes to assuage some of this vigour so women can only suffer summer in their possess skin. “There has been this contrition around physique hair, and a lot of that is a shred difficulty articulate about a subject as a problem that needs to be bound with a product they’re perplexing to sell. We didn’t wish to be partial of that conversation.”
The film’s executive and photographer, Ashley Armitage, who also destined Project Body Hair, echoes these feelings. “In a film we wanted to normalize pubic hair since it’s accurately that—normal,” she says. “Body hair grows on people of all genders, and it doesn’t unexpected turn ‘gross’ or ‘unhygienic’ when it is on a woman, trans woman, or nonbinary individual. We wanted to uncover that physique hair is a choice; trim it, polish it, grow it, or do a bit of both. All are valid.”