As soon as we hit puberty and we start growing pubic hair, we’re told to either cover it up or get rid of it altogether. We’re taught to think of body hair as unsightly and unattractive, as something we should hide away by waxing and shaving constantly, especially during the summer. Everywhere we go, we see perfectly-looking models with no trace of body hair, which perpetuates the idea that this is what a woman should look like. Every day of the year.
Billie Razor’s new campaign is challenging the norm, featuring women who’ve actually grown out their pubic hair. As counterintuitive as it may sound for a razor brand to be endorsing, well, not using razors, the purpose of the campaign is to change the demands we put on women’s physical appearance. It promotes women’s right to do what they choose with their body, even if it means letting your pubic hair grow.
In an interview for Refinery 29, director and photographer Ashley Armitage said, “Everywhere we look, we see ads telling us that the only way to look good in a swimsuit is to be thin, fit, and hairless. In this film, we wanted to normalise body hair and show that we have options.”
The team behind Billie Razor scoured Instagram in search for models who were already proudly showing their body hair. Lindsay Zae and Yaminah Mayo are two of the models they selected for the campaign, which they titled Red, White, and You Do You.
The short film is now out to celebrate the first anniversary of Billie’s Project Body Hair, which marked them as the first female razor company to show actual, real, natural hair on their models’ bodies — from armpit hair, leg hair and all other places women often shave. The campaign racked up over 24 million views across 23 countries.
Will we feel more comfortable with our own body hair after seeing happy, beautiful women flaunting theirs? Hopefully…