Here at Janes we are all for gender equality, so we were overjoyed to hear about a new Swiss ad campaign entitled: “Don’t Measure A Woman’s Worth By Her Clothes.”

Women's clothes choice campaign

Teree De Femmes, a Swiss Human Rights organisation, has produced a
Campaign composed of three images focusing on the main areas of a women’s body where sexual exploitation is commonplace.

From calling a woman a slut for the size of her heels, to calling her old fashioned for a high neck-line, the campaign illustrates that women cannot win with their choice of clothing; they are either too promiscuous or a bore.

The faceless images of an exposed woman, cast behind a layer of measurements, were designed by artist Theresa Wlokka with the help of students from the Miami Ad School in Germany. Their sole intention was to make people discuss the concept of clothes shaming, a troubling issue in our society today.

To some people it may not seem a “big deal” to call a woman a name for what she wears, but when are men objectified in the same way? If a man was walking down the street in short shorts, it is highly unlikely he would be referred to as a tease.

Furthermore, when this type of prejudice affects sexual harassment or assault cases, particularly for the “she was asking for it” defense, there clearly is a profound problem.


The campaign has become a viral success. One commentator, Lori Maeght, summed up the pictures perfectly by saying: “Don’t measure a women at all: she’s immeasurable.”

This powerful campaign will no doubt gain widespread attention, but it is not the only women’s rights ad circling the Internet at the moment.

Do you remember the viral sensation of “the dress”? Well, The Salvation Army cleverly put the dress colour argument to good use by releasing an unsettling ad featuring an abused woman wearing it.

The slogan for the reinvented dress argument reads: “Why is it so hard to see black and blue?”

Whilst these two campaigns are fighting for slightly different causes, it all comes under the main umbrella of women’s rights and illustrates the importance of creating a society where women are treated as equals.

We would love to know what you think of the campaign, so comment below or tweet us @tweetjanes.

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