To mark the end of New York and London Fashion Weeks, and in honour of fashion weeks everywhere, I bring you our new campaign.
Since the beginning of the feminine hygiene industry, companies have tried to sell their products to us by using the fear of leaking blood through our clothes, leaving a huge stain and even huger shame.
From ‘certain-safe’ Modess pledging to protect us from ‘striking through’ in 1935, to today’s LeakLock®, Four Walled Protection®, Clean SorbTM Cover, and the physics-defying Always Infinity®, fear has always been a factor.
Today, companies are taking it a step further from reality by giving their products names that sound like clothes to ensure that we’ve got leaking on our minds from the start. SkirtsTM, PearlsTM, BraidsTM, SilkTM? It’s as if without these products we’ll be naked, which in London in February is not a good plan.
But we say: enough of the subliminal sabotage. Today, Adventures in Menstruating is gonna go one better. We’ve got a way to undermine this sort of feminine hygiene ad once and for all. We’re gonna debunk, demystify and disempower leakage fear by turning the stain into an object of desire.
An object of beauty.
Too gross? Ok don’t panic. We don’t believe you need to use real blood to reclaim.
Let’s call it Leak Chic.
Introducing…StainsTM. A removable stain to wear on your own clothing as you see fit. A fashion statement that really says something, and that something is, ‘Screw you, Madison Avenue. I’m taking this one back. I’m wearing my heart on my sleeve and my blood on my pants. I’m gonna reclaim the stain, reclaim my blood, and reclaim my period.’ Because people, I’m telling you red is the new black.
Introducing our new fashion line (and possibly the only fashion line ever brought out by a zine) featuring the only logo no other company will try to steal.
So, doesn’t matter what gender you are or whether you menstruate or not – just for goofs. Goofs and solidarity, please join us by adding a stain to your stylings. Copy or download the pattern above, affix to your clothing in any medium you like (iron-on, felt cut-out, screen print, stencil…) and remember that the best defence against leaks and stains is a healthy dose of shamelessness.