| Title | #ONTHEINSIDE |
| Brand | LEVI STRAUSS & CO |
| Product/Service | FASHION & APPAREL |
| Category |
D02. Promotional Items & Printed Media |
|
Entrant
|
LEVI'S RUSSIA Moscow, RUSSIA
|
|
Idea Creation
|
FRIENDS Moscow, RUSSIA
|
Credits
| Vladlena Kornilova |
Levi’s |
Brand Manager |
| Kirill Bondarenko |
Levi's |
Marketing Director |
| Elena Dernova |
Friends Moscow |
Creative Director |
| Ksenia Ovchinnikova |
Friends Moscow |
Strategic Lead |
| Elena Shilyaeva |
Friends Moscow |
Copywriter |
| Nikita Bocharov |
Friends Moscow |
Copywriter |
| Alexander Milyunas |
Friends Moscow |
Art Direction, design |
| Alexandra Boettcher |
Friends Moscow |
Account Lead |
| Anna Giers |
Friends Moscow |
Account Manager |
| Ksenia Ferapontova |
Friends Moscow |
Account Director |
| Nadezhda Morozova |
Friends Moscow |
Producer |
Cultural / Context information for the jury
In Russian society, patriarchal stereotypes are pretty much alive and well-spread. Stereotypical thinking is reflected in our language. For example, several expressions are circulated and repeated as behavioral norms or rules for girls and women ー “A girl should...". If a girl doesn't act in line with these standards, she will be considered not feminine enough, or the rotten apple.
Women in Russia are perceived as defective, which limits their potential and affects psychological health. Our aim was to change the destructive norm of women’s perception of themselves using Levi’s international brand platform ‘I shape my world’.
Write a short summary of the ambient work.
We launched the first-ever anti-gender bias apparel line #ontheinside. Because it's not always easy to speak out — we printed statements of silent protest on the inside of T-shirts. The approach was to give women the platform to express their thoughts and voices. This idea came to life in the form of a symbolic gesture — girls were turning clothes inside out to reveal what they feel and think about gender-biased social norms and stereotypes. The design concept was to reflect the perception of women by society and how women feel and want to live.
The outer side of the T-shirt represents public expectation of the female person and the inner (wrong) side reveals the truth and tells stories of what’s going on in the minds and hearts of women.