1. Create a concept for the campaign and gather myths about sex;
2. Select the artists;
3. Make videos to support the conceptual collection;
4. Create a lookbook and website photos to support the collection;
5. Print the created layouts on the Blank Staples collection items.
→ Made together w/ FACES&LACES.
THE APPROACH & IDEA
H&M stands for diversity, safe space and inclusiveness.
🌈
The new Blank Staples collection will continue tо expand the brand’s values and will spread the ideas of sex education
to the brand's audience in its own delicate way. In order to make the perception of the complex subject simple and not
moralizing, the form of an illustrated fairy tale was chosen.
Here, each image is dedicated to exposing the stereotype or a myth associated with the topic of sex,
which very few people know how to talk about right in Russia today.
The pictures are drawn by Kazakhstan artist Madina Zholdybekova and Russian artist Roman Manikhin: their sense of humour, bright illustrative style,
understanding of the topic and delicate approach coincide with the values and visual code of the H&M.
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🌈 MYTH #1 — HE HAS TO FINISH IT
Because of pop culture, we are convinced that the end of sexual intercourse with penetration is necessarily crowned
with the girl's orgasm. And if this did not happen, then something is wrong with the girl.
In fact, only 10-20% of women get a guaranteed orgasm from penetration,
the others need other ways to get satisfaction. And 10% of cis women don't have an orgasm at all.
And that’s okay.
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*Her: "I'll finish it myself".
Him: "May I help you?".
🌈
The new Blank Staples collection will continue tо expand the brand’s values and will spread the ideas of sex education
to the brand's audience in its own delicate way. In order to make the perception of the complex subject simple and not
moralizing, the form of an illustrated fairy tale was chosen.
Here, each image is dedicated to exposing the stereotype or a myth associated with the topic of sex,
which very few people know how to talk about right in Russia today.
The pictures are drawn by Kazakhstan artist Madina Zholdybekova and Russian artist Roman Manikhin: their sense of humour, bright illustrative style,
understanding of the topic and delicate approach coincide with the values and visual code of the H&M.
ARTISTS
PRINTS & MYTHS
🌈 MYTH #1 — HE HAS TO FINISH IT
Because of pop culture, we are convinced that the end of sexual intercourse with penetration is necessarily crowned
with the girl's orgasm. And if this did not happen, then something is wrong with the girl.
In fact, only 10-20% of women get a guaranteed orgasm from penetration,
the others need other ways to get satisfaction. And 10% of cis women don't have an orgasm at all.
And that’s okay.
*Her: "I'll finish it myself".
Him: "May I help you?".
Many are convinced that it is the man who should buy the contraception and make sure that nothing goes wrong.
In fact, sex and safety in it are the responsibility of both partners.
*Safety is all the partners’
responsibility.
It is widely believed that the size of the feet / hands / ears / nose, etc., are somehow related to the size of the penis.
In fact, there is no scientific connection between these organs, and in general,
size is not as important as skills.
*It has nothing to do with foot size.
Popular culture, hugely influenced by Puritan society, convinces us that masturbation is a shame. In fact, all people masturbate.
It's safe and healthy whether or not the person is in a relationship.
*I’m already happy.
There is a misconception that oral sex is safe.
This is not so: oral sex is completely unsafe, and you need to use condoms or latex wipes.
*It’s wordplay, as in Russian language the same word is used when two people
fence (in English it’s “Defend yourself”) and when people talk about contraception.
Most of us grew up with porn and take it as a guide to action.
And in reality those false expectations make many of us disappointed both in ourselves and in our partners:
because of conventions about body image, sizes and orgasms.
However, pornographic films are played by professional actors who inject special drugs
to keep an erection and use special effects that enhance visual effects.
That has nothing to do with sex in real life.
*“Are you sure we’re doing it right?”
“Of course! I’ve seen it on a website”.
Young people often chase the number of sexual partners, considering it to be an indicator of sexual skills.
However, in sex, knowledge of the partner's desires and trust are much more important.
That is why a person who is in a long relationship with one partner may have more skills
than someone who had one night stands with a huge number of people.
The bee: “+1”
The ladybug: “Is that all?”.
There is a stereotype that men constantly think about sex and sex only, which has become the reason for endless memes and jokes.
In fact, gender has nothing to do with it and men have something else to think about.
Thanks to pop culture, we are convinced that only the act of penetration can be considered sex.
However, people of any gender are able to get great pleasure from both penetration and simple foreplay.
And it is also called sex.
*All is fair in this matter.
COLLECTION
*DRAFT
*TO BE CONTINUED