As a society, we focus so much on what a woman is (or isn’t) wearing, that we sometimes forget the struggles of everyday life of a woman. From being summoned by your manager who tells you your skirt is a little ‘inappropriate’ for work, to being slapped live on air by someone who thinks what you are wearing is ‘too revealing’ or you are too old for it. And, this is not just something initiated by men. As women, we have also stooped to levels where we make other women or girls feel ashamed about what they are wearing.
Purplle, a beauty products and services marketplace, launched a campaign #IFeelPurplle that celebrates the autonomy of women over their dressing and discarding opinions that tell women otherwise. It is about telling women that they should get up, wherever they are, to show in their own way that society is concerned about the wrong things. It is about telling people to look beyond a woman’s skirt and letting her feel whatever she wants to feel – confident, sexy and carefree.
Commenting on the campaign, Aakriti Bhargava, COO, BoringBrands, the agency behind the campaign, said, “When it comes to the way women dress, there is a constant confusion of intent versus outcome. And we’re never given benefit of doubt. We are constantly questioned by peers about the length of our skirts, and when people hear that a woman was assaulted, they often wonder what she was wearing. The idea behind this was to clear this confusion once and for all. Women choose clothing based on what makes them feel good. We wear what we do because it matches our mood. Our clothes are not meant to seduce; they are worn because we are comfortable in our skin.”
The campaign delivers the message in a series of creatives that showcase differences between a woman’s opinion of her skirt and the society’s opinion of the same in different situations – parties, workplace, malls and more. It then urges the audience to react by sharing how they feel about these situations.