Levi's Pushes for Gender Qualifier Rethink in Global Campaign

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AKQA San Francisco's 'I Shape My World' campaign aims to put an end to terms like 'lady boss', 'She-E-O' and 'female astronaut'
Levi's Pushes for Gender Qualifier Rethink in Global Campaign

For International Women’s Day, Levi’s and the I Shape My World campaign have set the stage for women to own their titles, accomplishments, and impact — no qualifiers needed.

Women are doing incredible things. They’re shattering glass ceilings, infiltrating boy’s clubs, and re-coding the very systems our society runs on. And what do they get for this?…nicknames like 'lady boss', 'She-E-O', and 'Mompreneur'.

But it actually goes beyond nicknames. 'Female astronaut'; 'Female senator'; 'Female wrestler'. When recognising women’s accomplishments, gender tends to be the first thing our world sees.

It’s true that women bring a unique perspective to any table they sit at. But it’s time to start focusing more on the incredible skills and talents that got them there. Women are qualified. Their titles shouldn’t be.


Levi’s, along with its agency AKQA, is continuing the 'I Shape My World' initiative in 2020, an ongoing initiative to bring women everywhere the full recognition they deserve — no qualifiers, no exceptions. #IShapeMyWorld

Meet the four inspiring women highlighted in the initiative — dedicated to giving women the recognition they deserve.


Joy Buolamwini | Computer Scientist and A.I. Researcher | Atlanta, US


When she discovered racial and gender bias in major A.I. software, Joy set out on a mission to fight for algorithmic justice. READ MORE.


Jekka | Music Producer | Moscow, Russia


In the Russian music scene, women were expected to do the singing, and leave the business to the men. Jekka’s showing the world that women can do both. READ MORE


Melis Alphan | Journalist and Author | Istanbul, Turkey


Melis carved out her place in a male-dominated newsroom. Now she’s shining a light on the often invisible issues women face. READ MORE


Myriah Marquez | Skater and Mentor | Los Angeles, US


There’s nothing as empowering as doing something you didn’t know you could do. Myriah and her crew are encouraging more women to conquer their fears, and skate. READ MORE

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Genres: Documentary, People, Storytelling

Categories: Denim, Clothing and Fashion

AKQA US, 2 months ago