gender equality

Are Women Free To Make Decisions?

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Apparent Freedom: women and the struggle of playing a man’s game


We have recently touched on the connection between fashion and patriarchy to demonstrate that women aren’t really free to make decisions for themselves.

If, in the Arabic world, freedom is a male prerogative, what happens in the western world is not much different. Women believe they are free, but their image reflects a male perspective. There’s a filter in women’s brains, a male setting made of centuries of cultural domination.

Look at what happened in the U.S., where some older men just passed an abortion ban, sending the country backwards and triggering big debates worldwide. The joke is that perhaps Americans went to Afghanistan to train with the Taliban. But when the sad laugh ends, the concern grows. Indeed, you can see that patriarchy is still very much alive.

Being a female-led company, we suffer every time we hear women saying: “I cannot buy this dress because my husband doesn’t like it.” Of course, it’s not about the dress itself but because we are the only ones who can decide if we like something or not. We cannot allow someone else to rule us, knowing that someone else is often a man.

Likewise, women must be the only ones with a voice in matters concerning our bodies.

Are women truly free?


In analysing whether women are truly free to make decisions, we understand that being a woman isn’t a free choice. The vision of a woman is a male representation because those who hold the power and who make the rules are men. And so, they impose beauty standards, the clothing we should wear, and dictate our rights too. Even whether women can study or have an abortion is up to their whim. In other words, women, by engaging in or conforming to societal structures dictated by men, inadvertently perpetuate those systems of control.

If we allow men to decide what we can wear and how we should look, we hand them the power to make decisions about our lives.

This story is about men who want to control women and women who, by playing their game, enable it.

Wake up, women! It’s time to shed patriarchal layers and choose what we want for ourselves.

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Enemies Of The Women – Afghanistan

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How the Taliban erases women from the public scene


Appalling news confirm that talibans are enemies of the women. In fact, in Afghanistan, the intent to erase women from public life is back at the centre of the Taliban’s barbaric activity.

Recently, the Taliban released a new decree which states some utterly regressive points: first, women are not allowed to travel alone for long distances. Second, women aren’t allowed to work outside the healthcare and education fields. Third, women cannot receive a secondary education.

In addition to that, the Taliban government ordered women to cover their faces in public. And you may think that the horror stops there, but it does not! If that isn’t enough, male relatives would be fined or jailed if the women go uncovered.
In other words, they are suggesting women should stay home!

So, in the end, not only can Afghan women not study and receive an education, but they must follow the Taliban dress code, which forces them to cover their faces fully.

We tend to have many things to say about patriarchy in the western world. But if in our culture, we still have to do a lot of work in order to reach gender equality, being a woman in Afghanistan is a nightmare.

For instance, how can a journalist give the news with her mouth covered? Again, this is a clear invitation for women to stay home.

As the press released the news, some male tv presenters covered their faces with face masks in solidarity with their female colleagues. And they launched a campaign on social media with the hashtag #FreeHerFace

These people are so brave that we should support them and share their cause.

No rights, no freedom, no school, no work. Nothing without their male guardian. A male guardian?!
These are acts of despicable misogyny. Troglodytic and brutal oppression which confirms that talibans are enemies of the women.

Afghan women, you are so brave! #FreeHerFace

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Bikini Bottoms Controversy & Questioning The Rules

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Navigating sport regulations, clothing standards, and gender norms


The Norwegian beach handball female team got fined for wearing shorts instead of bikini bottoms in the European tournament match against Spain in Bulgaria. Yes, women must stick to standards which are quite sexist. Rules like these expose the deep-rooted inequalities that still shape the way women are expected to present themselves in sports and beyond.

In order to protest against the regulations of the sport, the female team wore thigh-length elastic shorts. Which, although not impeding any movement, were considered “improper clothing.” But what, then, is considered ‘proper’ clothing for women athletes?

The rules on ‘proper’ clothing for women athletes


Here is what the International Handball Federation regulations state. Straight to the point:

Tops: “…The women’s tops (a midriff design) must be close fitting…”

Bottoms: “Female athletes must wear bikini bottoms with a close fit and cut on an upward angle toward the top of the leg. The side width must be of a maximum of 10 centimetres.”

When it comes to gender stereotypes and sexism, there is no difference from one field to another.

In sports, they measure every centimeter of uniforms. Likewise, in fashion, designers are asked to make clothes that reveal more or stick to the body, under the assumption that this is what women want. And indeed, it’s what sells more. So, it must be true. In fact, after 25 years in fashion, we can confirm that there is a specific demand for this type of clothing.

People say, ‘that is what women want.’ And indeed, many accept it—after all, if they didn’t, they’d protest. 

But finally, someone did! The Norwegian women’s hand volley team, we thank you and stand with you!

The time has come to start questioning anything.
Everything related to society standards–involving sexism, gender stereotypes and equality–demands immediate attention. Challenging these norms is the first step toward building a more inclusive and conscious world.

Stop bla bla bla. It is time to take action.

Go, ladies. Brave!

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