Isabella Millington, Content Creator for OHNE on why feminist artists, brands, and movements are embracing the female body - body rolls, bleeding and all...OHNE is a bespoke, organic tampon subscription service dedicated to breaking down taboos and hustlin’ for healthy vaginas. Find us online at ohne.co or on twitter and instagram @im_ohne. ​

Here's a low-down of our incredibly breathtaking three-week tour of Slovenia, Italy and a dash of Austria. 

As many of you requested...

After months of being wayyyy too emotionally invested in my Dissertation, this is the final copy that I am super excited to share with you. Feel free to comment on the findings...

Abstract
The purpose of this study is to demystify the underlying motivations of the millennial women purchasing
feminist fashion, by identifying frequently occuring value chains. Following a means-end approach and
using in-depth laddered interviews of millennials who have actually purchased feminist fashion
commodities, this research found seven underlying values that drive their choice to consume feminist
fashion commodities. The ubiquitous ‘Girl Power’ narrative in fashion stores and online is unmissable. A
Fourth wave of feminism has descended onto the marketplace, fuelled by millennials who are using their
remarkable online connectivity and consumption habits to take a stand for social justice. Brands are
acknowledging the power of associating themselves with empowering female narratives, as a means to
expand markets and remain relevant to young consumers. The results offer qualitative insight into how
management should market fashion commodities with feminist signifiers, pointing towards a variety of
target segments: Educators, Rebels, Self-Expressors, Community Builders, Self-Esteem Seekers and
Helpers. Each segment is driven by a correlating underlying value including the desire to educate others
about feminism, rebellion in the face of society’s sexism, feeling a sense of belonging to a community,
self-esteem and supporting others. This study has identified that female millennial consumers purchasing
feminist commodities are not solely driven by the desire to present a positive image and/or the desire to
remain consistent with internal values, as presented by literature into prosocial behaviour (Kristofferson et
al., 2016). Instead, since the nature of feminist fashion commodities is controversial, millennial women
are also driven by the desire to disrupt the status quo.

​Download the whole file below :) 

"Can nakedness ever be empowering or have our nude forms been hijacked by the male gaze forever?
It feels as if nudity and sex are naturally intertwined, after centuries of patriarchal structures cementing this notion in place. Can we really look at our own bodies and breasts with a purely neutral mind, after a lifetime of conditioning that they are there for straight-male pleasure?"

I recently wrote an article for the trailblazing platform Temper Femina. They're dedicated to spotlighting women in the arts! 

Last month we made our way down to London for a day of nakedness and celebration in a small studio, filled with amazing humans. The aim of the shoot was to respond artistically and powerfully to the recent deactivation of the Mude Threads Instagram account, after it was taken down for 'sexually explicit content'. 

We wanted real people to bend the rules of gender, highlighting the hypocrisy of nipple censorship online. We wanted to challenge long-standing gender stereotypes by presenting soft-featured men, and power-posing women. 

Mude has been featured in our first big print magazine...WHAT THEEEEEEE!? 

"In The Moment is a beautiful, practical lifestyle magazine for the modern-thinking creative woman. Enjoy practical creative projects, positive features and stories to inspire, adventures near and far for a healthy body and mind, and ideas embracing every aspect of women’s lives: friends, family, self, work, rest and play! It has a sense of community and fun, and you will be informed and entertained by knowledgeable experts and humorous columnists. With content covering wellbeing, creating, living and escaping, its monthly publication will reflect latest trends and encourage you to make the most of each day by living ‘in the moment"

Grab a copy from WHSmith, and most of the big supermarkets.