Nike toont model met okselhaar, en ook deze 5 merken gaven eerder al het goede voorbeeld

Bron: Instagram @nikewomen
Als je een man met okselhaar ziet, stelt niemand zich daar vragen bij. Maar beslist een vrouw om een toefje haar te laten groeien onder haar armen? Dan is het hek van de dam. Absurd eigenlijk. Om dat aan te tonen, heeft Nike een foto van een model mét okselhaar verspreid op z’n sociale media. 

Van “Dit is walgelijk” en “Ze moet zich dringend scheren” tot “Eindelijk, vrouwen moeten meer vrijheid krijgen en zelf kunnen kiezen wat ze met hun lichaam doen, zonder dat ze daarbij het mikpunt van spot worden”. Om maar te zeggen: de reacties op een van de laatste reclamefoto’s van Nike lopen nogal uiteen. 

Op de foto is Annahstasia te zien, een Nigeriaans model en zangeres. Ze poseert in een sportbeha van Nike en houdt haar arm boven het hoofd, waardoor een klein bosje haar zichtbaar is. Heel wat mensen nemen daar aanstoot aan, maar gelukkig krijgt de vrouw ook veel steun van socialemediagebruikers. Zo verzamelde de post op enkele uren tijd al meer dan 180.000 likes en werd de Nigeriaanse schone overladen met enthousiaste steunbetuigingen. 

De tekst gaat verder onder de foto.

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transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div>

Een foto die is geplaatst door null (@nikewomen) op

In ieder geval: de foto van Nike is geen oproep om het scheermesje en masse te laten liggen. Maar het toont wel aan dat je vrij bent om te kiezen of je lichaamshaar laat staan. En dat het absoluut niets is om je over te schamen. Nike is trouwens niet de enige die een model met okselhaar wist te strikken. Deze merken deden het voor.

& Other Stories

Kelsey Lu McJunkis
& Other Stories Kelsey Lu McJunkis

& Other Stories kwam in 2015 al naar buiten met een opvallende lingeriecampagne. Die campagne toonde aan dat kleine imperfecties, als littekens en schoonheidsvlekjes, een vrouw net mooier maken. Zo koos de winkelketen onder meer celliste Kelsey Lu McJunkis om model te staan, en zij toonde trots haar okselhaar. 

Adidas

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transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div>

Een foto die is geplaatst door null (@arvidabystrom) op

Nog zo’n sportmerk dat het goede voorbeeld heeft gegeven: Adidas. Om hun Superstar-collectie te promoten, deed het Duitse label een beroep op de Zweedse Arvida Byström. De 28-jarige fotografe/feministe is het toonbeeld van Zweedse schoonheid: porseleinen huid, mooi snoetje, ultrablonde lokken, een slanke lijn én ongeschoren benen. 

Aerie

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Een foto die is geplaatst door null (@aerie) op

De kans is groot dat je al eens van Aerie hebt gehoord. Het Amerikaanse lingeriemerk staat bekend om z’n antifotoshopbeleid én vindt dat alle vrouwen zich goed moeten voelen in hun lichaam. Enkele weken geleden zetten ze zich nog maar eens positief in de kijker door in een nieuwe campagne een vrouw met okselhaar voor de lens te zetten. 

La Fille d’O

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transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div>

Een foto die is geplaatst door null (@lafilledo) op

De Gentse Murielle Scherre van lingeriemerk La Fille d’O is altijd al een groot voorvechter geweest van een meer diverse modewereld en dat zie je duidelijk terug in haar campagnefoto’s. Van cellulitis tot zichtbaar schaamhaar, okselhaar en cupmaten die fors groter zijn dan die van de gemiddelde Victoria’s Secret Angel, het komt allemaal voorbij.

Billie

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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;"> View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div>

Een foto die is geplaatst door null (@billie) op

Is het je ooit opgevallen dat er in reclame voor scheerproducten geen enkel sprietje haar te spotten valt? Gelukkig is er Billie, een hip Amerikaans merk dat goedkope scheermesjes voor vrouwen op de markt brengt. Zij pakken wél uit met advertenties met beharing. Okselhaar, teenhaar, buikhaar en een unibrow, alles durven ze in close-up te tonen. 

Wat is jouw mening? Mogen vrouwen hun okselhaar laten groeien?




12 reacties

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Je naam en voornaam verschijnen bij je reactie.


  • Marc Schoensetters

    Geef mij toch maar lekker fris glad. Zelf hou ik als man het ook glad onder de oksels. Zo voorkom ik een vreselijke zweetgeur.

  • Kristof Winters

    En dan staat er nog bij dat adidas 'het goede voorbeeld' geeft... Maar wel met een doorschijnende bh, waar de tepels te zien zijn... Consequent?

  • Kristof Winters

    Waar zijn we nu toch mee bezig? Schoon? Een meerwaarde? Absoluut niet. Ik kan niet anders dan walging voelen bij deze foto's (en ik weet dat dit zwaar klinkt, maar ik vond geen ander woord) Voelt ge u daar beter mee? Ik denk van niet. Heb zelf nogal last van haar, rughaar,... Haal het bij me weg en ik voel me beter, liefst zelfs definitief. Vrouwen alstublieft, ga niet mee in deze hype....

  • stefan crama

    Okselhaar mag maar een tepel, oei dat is politiek niet meer correct. Zielige jaren 2000, was in de jaren 80 zo veel beter.

  • PATRICK VAN STEEN

    Niks mis met een toefje zacht okselhaar. Best wel opwindend als je er met je neus doorgaat. Ze moet wel lekker ruiken...geen zweetgeur.