A point on women & society’s standards is always necessary considering the current discussions and comments we hear. Indeed, we find it difficult to identify with women presented in the media. But also, with women presented by women themselves!

“I make clothes for a woman who is not swayed by what her husband thinks”

Rei Kawakubo

This powerful Rei Kawakubo quote, a thought we completely embrace and promote, opens up a window on society’s standards, personal growth, self-awareness, and perhaps new feminism.

Women, fashion and expectations

The clothes we wear are the expression of our personality, this is undeniable.
If we analyse the type of clothes that easily reach a large audience, we could portray a clear image of a woman stuck in the Fifties. A woman who must have a hold on men, and most of all, who must make it crystal clear, totally visible. Therefore, this statement translates into second-skin dresses, wide necklines, and super short hemlines.

In fact, this is what society expects from women, what women are educated to, by centuries of patriarchal brainwashing. And, eventually, it seems this is what women want, too, well adapted to a man-shaped society.
Indeed, just replace grace with rudeness, and we jump into our modern times.

There’s always the same submissiveness, asking for permission to buy something or buying an item only upon the husband’s approval.

Centuries of evolution from Virginia Woolf, passing through feminism and all a woman can aspire is being an accessory of a man.

On the contrary, we embrace a new sensibility away from the dominant models. Femininity free from conventions and stereotypes. Assertive, not aggressive. Self-aware, or at least opening the eyes, and beginning the process of personal growth.

Her style would be different.
We are different.
Ready to express a new vision of who we are.