Dove's Project #SHOWUS Wants To Shatter Beauty Stereotypes One Photo At A Time
At some point in your life, you've probably encountered media or advertising imagery where you felt left out, unheard, or unseen. It's common to flip through popular platforms and never see someone that you connect with - or even someone that seems real. When are key players in beauty going to take notice and really do something about it?
In their new campaign, Project #ShowUs, Dove, in partnership with Girlgaze, a platform for female and nonbinary creatives, and stock image conglomerate Getty Images, is on a mission to change that reality and help women define beauty on their own terms. Project #ShowUs is the world's largest photo library created by self-identifying female and non-binary individuals to shatter beauty stereotypes. With over 5,000 (and counting) images, the collection offers a more inclusive vision of beauty to media and advertisers to use in content that reaches women globally.
With over 70% of women feeling like they aren't represented in media and advertising, this work couldn't be more necessary. Could you imagine a world where advertising genuinely touched who it was trying to reach?
On April 4, 2019, Dove gathered a room of New York City media professionals to introduce Project #ShowUs and facilitate an intimate conversation: Taking Stock: A Discussion on Media, Representation, and Women's Self-Esteem. The panel included founder and CEO of Girlgaze, Amanda de Cadenet; senior creative director at Getty Images, Dr. Rebecca Swift; Marie Claire digital beauty editor, Maya Allen; a Project #ShowUs participant, Anna Sophia; and Dove's self-esteem educator, Dre Brown. Together, they discussed the power of inclusivity of experience and how Project #ShowUs will revolutionize the media industry and how women relate to themselves and one another.
For Maya Allen, the campaign is both nostalgic and revolutonationary. After recounting her early days as a Black woman in journalism and how she often struggled to find representation of beauty that looked at her, she strongly said, "I'm thinking about every woman I am doing this for." Having the ability to show more depictions of beauty in her stories will be life-changing for the women who never saw themselves in platforms such as Marie Claire before.
More importantly, the onus of providing representation shouldn't always be on the marginalized audience, according to Amanda de Cadenet. Those in positions of privilege, like herself as a self-identified White woman, shouldn't shy away from speaking up and helping to provide seats at the table for other underrepresented groups. Dr. Swift added something that made the room quiet for a moment:
"Do you want to use your power to maintain the status quo or your power to change the status quo?"
Here are some quick facts about Project #ShowUs that you should know:
Peyton Fulford/Getty Images
1. The campaign is 100% powered by 116 women from 39 countries, both in front of and behind the camera. With photography usually being male-dominated and often shot from the male gaze, these images are truly female-identifying centered.
Anna Sophia, a Project #ShowUs participant, told xoNecole, "This has been such an amazing experience. I've had a voice throughout the entire process. I've been able to define myself and just be fully vulnerable and share that vulnerability with people who feel similarly. I felt like it just wasnt only an opporunity to feel powerful but an amazing opporutnity to represent my community of Queer, Black people."
Our hope for this project is that it not only sheds light on women whose voices we never get to see and hear, but that it also truly serves as a tool of empowerment. The biggest act of upliftment often first comes from representative inspiration. Seeing someone that looks like you doing something or being someone you've always dreamed of being is true power. That's showing us so we can show them in its best form.
As Dre Brown proudly urged the room in summary, "When we're allowed to be our authentic selves, that's where the magic happens."
Watch the Project #ShowUs launch video here:
To learn more about the Project #ShowUs campaign, visit: https://www.dove.com/showus.
Featured image by Jabulile Nadia Newman/Getty Images
Rana Campbell is a Princeton University graduate, storyteller, content marketing strategist, and the founder and host of Dreams In Drive - a weekly podcast that teaches you how to take your dreams from PARK to DRIVE. She loves teaching others how to use their life stories to inspire action within oneself and others. Connect with her on Instagram @rainshineluv or @dreamsindrive.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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Rihanna Talks Shedding Expectations And Finding Balance As A Mother
Since becoming a mother in 2022, Rihanna has defined parenthood by her terms and hopes to pass that sense of autonomy on to her children.
For Vogue China’s April cover story, Rihanna shared her perspective on raising her two sons with A$AP Rocky, and how she hopes to preserve her children’s uniqueness, devoid of societal expectations.
"The most beautiful thing...is that [children] come into the world with their own individuality and sincerity, without any logic or conformity,” she told the publication. “Which usually makes you feel that you must fit into a certain group."
The “Work” artist, known for her trendsetting style and captivating persona, expressed her desire to support children in fully embracing their individuality and encouraging them to be whoever they want to be. "It's really beautiful to see and I want to continue to help them navigate that and make sure that they know they can be whoever they want to be,” she says.
She continues, “They should embrace it completely, because it's beautiful, and it's unique. I love them just that way."
From shattering music charts to shaking up the beauty industry, Rihanna has forged a path that has since created the “dream” life we see today. One that she says has made her parents proud of.
“I’m living my dream,” she continued. “My parents were very proud of that because they just wanted me to be happy and successful. So, I think the key thing is to find some kind of balance. Yes, balance is important. Do this and you get the best of both worlds. You can write your own life the way you want, and it will be beautiful. Sometimes, you just need to let go of everyone’s expectations and start living your own story.”
Rihanna, who shares sons, RZA, 23 months, and Riot, 8 months, with rapper A$AP Rocky, recently shared her vision for expanding her family in the future in Interview Magazine.
When stylist Mel Ottenberg asked about the number of additional children she hoped to have, Rihanna replied, "As many as God wants me to have.”
"I don't know what God wants, but I would go for more than two. I would try for my girl,” she adds. “But of course, if it's another boy, it's another boy."
Featured image by Neil MockfordWireImage