Why Levi’s Backed an Anti-Gender Bias Protest for Young Women in Russia

The protest slogans were printed on the inside of white t-shirts which could be hidden and turned inside out for owners to display

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In protest of how young women are expected to look and behave by Russian culture, apparel brand Levi’s has been supporting a silent protest campaign—printing messages of defiance on the inside of t-shirts.

In a country where demographics face stereotypical expectations, the fashion brand is enabling young women to demonstrate their individuality through the “#OnTheInside” campaign, where protest statements were worn on the inside of some of Levi’s garments to show solidarity.

In collaboration with independent agency Friends Moscow, the empowering omnichannel campaign features three messages based on things women want to say—versus all the things they are ‘told’.



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