When Noemie first started to think through the identity for Billie - the body brand that produced the first razor commercial to show women with (gasp) leg, armpit, and facial hair - the resulting brand direction was actually quite intuitive. Tearing away at these tropes is just how Noemie LeCoz, founder of Little Troop, has made a name for herself in the branding world. equating a woman athlete to one type of look or feel), this team leaned into the personality of the woman they were capturing, reflecting her versus the trope she’s perhaps had to perform. Instead of working within traditional parameters (e.g. Later, the talent’s mother approached Con.Cept’s producer praising the team’s diversity and intention. “It was important to us to show the holistic woman: her love for style, her flair, grace, poise and maturity,” Michelle shares. When discovering the talent was interested in fashion, the team decided to explore how they could give her more dimension. When first conceptualising the creative, her team discussed how women athletes are often presented in their uniforms, solely focused on the game. In a recent project slated to come out next month, Michelle’s team was asked to direct a campaign between a well-known sneaker brand and famous athlete. “Digital is so removed, and puts life into the experience,” he continues, “and that to me is a feminine approach.” But with the ascension of the “She-E-O” and more overt celebrations of gender, Rachael wonders whether the value of work outside of gender as a token asset could get lost: “sometimes I feel guilty for not being ‘I am woman, hear me roar,’ but I don’t want to play into something that doesn’t exist for me.”įor Michelle Silva of The Con.Cept, the approach she and her partner Sarah LoMedico take means “recognising that each member of the team is heard and respected, from pre to post production”. “It’s in the name – there’s this humanistic element that she brings to the table,” fashion designer Thakoon Panichgul says of his team’s work with Rachael. “But do I want to be a mentor for others and represent my community? Absolutely.” Rachael has built a roster from Chanel and Rosie Assoulin to Baggu and Casper, priding herself in Human’s gender agnostic approach. “If you position yourself as a certain women-led studio, you’re isolating yourself,” says Rachael Yaeger of Human, one of New York’s renowned boutique design and development studios. Speaking with an array of women creative directors, some embrace the “Girlboss” mentality while others feel boxed in by the phrase “women-led”. To say women are inherently nurturing, emotional, warm etc is, simply put, sexist but, to say we have been socialised this way and, by consequence, have learned how to channel these qualities as powerful forms of feminine leadership, that resonates. When we talk about gender representation, there’s a fine line between touting women’s empowerment and leaning hard into antiquated stereotypes of what comprises a woman.
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