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The Radical Razor Makes Us Rethink About Body Hair
Billie makes us love our hairy gardens.
News 29 Oct 2018

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According to the most recent report by New York City’s Consumer Affairs, women pay 7 percent more than men do on beauty products in America. This unjust hike in price is known as the Pink Tax — which we think is frankly ridiculous and so does the shaving company, Billie. This is why their subscription-based service is Pink Tax-free. Their forward-thinking tactics to reach their progressive consumers and to showcase their love of equality doesn’t stop here though. Last week the radical razor company released the first ever campaign video to feature female body hair. The video that lasts 55 seconds, set to Princess Nokia’s “Tomboy”, contains four diverse women, each with different body hair types, from fuzz to stubble. Some of them choose to shave certain areas, others don’t. The video ends with “whenever if ever, you want to shave, we’re here.”
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The young photographer behind the viral razor advert that’s got the internet talking is Ashley Armitage, who directed the film and shot the campaign imagery. The message of diversity and dreamy, pastel-coloured hues are synonymous with the Seattle-based photographer’s images. Her work is also strongly focused around female friendship and sexuality while offering an unfiltered femininity from a girl’s gaze. Armitage only photographs real bodies, leaving out everything that’s normally re-touched, stereotyped and manipulated by the media.
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Also known for their body-positive images, centred around the female gaze, Billie’s company values truly aligned with Ashley’s; “It’s so exciting to be a part of a campaign that breaks beauty standards and taboos by showing real women with real body hair” she said in an interview with It’s Nice That.
This is not the only time the photographer has made headlines. Her Instagram movement to embrace pubic hair has also got people talking. “The beauty industry has typically celebrated hairless, glossy, airbrushed women,” Armitage noted. “Our goal was to push against these stereotypes and not only show women with body hair but do it in a super beautiful and celebratory way.”
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So where does a razor brand fit into all this? For Billie, it’s about letting the product take a backseat, and putting women first. “However, whenever, if ever you want to shave, we’ll be here,” the brand writes. And that’s just the way it should be.
Unfortunately, young female photographers like Ashley depicting a variety of models in commercial and editorial jobs, remain rare in an industry dominated by men and images that reflect the male gaze. We hope this campaign inspires others and that we see more imagery portraying real female bodies, hair n all, in the media because – “Hair: everyone has it, even women. The world pretends it doesn’t exist, but it does, we checked.”

All images via www.asharmitage.com and Instagram
Text by Peigi Mackillop

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