Don’t depilate. You are on trend
Au naturel. Left, Thomas Sabo. Right, Adidas. Photos: respective brands
We are starting to see quite a few ads that show women in their natural state. Sure, going unshaved up there as I-can-do-whatever-I-want expression of confidence has been noticed since 2019, when Nike, always more forward thinking than other brands, shared on Instagram a photo of a model in a bra top, with right arm lifted to frame her head so that her fingers could be hooked to the strap of the top on the other side. The pose would have been quite regular if not for what was viewable under her arm: not a hairless pit. It isn’t hard to imagine that the world of social media went wild. Yet, Netizens were not that divided over the hairy reveal, with most expressing disapproval of the look. Defenders of body positivity were not the least amused.
While movie and pop stars and those living their lives publicly have already been seen sparing underarm hair scissors, tweezers and depilatory creams, models representing brands, especially clothing labels, have largely gone smooth before standing before the camera. Julia Roberts (remember that incident?) and her clean-ketiak sisters did not really initiate a social/style revolution. And we soon fussed not with the fuzz (even the striking Nike initiative) that for many women is totally natural and deserves to be kept, even long, where it belongs. Then, at this year’s Met Gala that had attendees salute American fashion, Madonna’s first-born Lourdes Leon posed before the cameras in glittery pink and unabashed tuft. Like mother (in 2014), like daughter. Under the watch of the world, armpit hair is back in the spotlight.
The Nike Instagram post from 2019 that possibly started it all. Photo: nikewoman/instagram
We did not really pay much attention to all the exposed armpits and their crinite glory. But this week, two ads appeared in our news feed and they had us wondering: Is it back? One was by Adidas, featuring a Stella McCartney support bra—the model posing with arms up like a victory hurray. The other (surprisingly) by the new jewellery brand Saboteur (by Thomas Sabo and his son Santiago), showing their model with her arm lifted as if readying herself for an inspection of her axilla. What was striking to us weren’t just the clear clumps, but the way they caught our attention. The fuzz did not peek from the crack where the arm meets the body, like some shy Baby’s Breadth. The models posed to bring their underarm(s) into full attention. In the case of the Saboteur photo, the necklace they were presumably promoting was secondary to the more eye-catching auxiliary hair. The mind boggles to think that, these days, when a brand casts models, the brief to the agency is, send only those not shaved/plucked/depilated.
Standards of beauty have, of course, changed. Dramatically. If nipples can be shown, what’s a little hair? But what’s also different in the case of underarm growth is that more guys are, conversely, removing hair there. A look at the Instagram pages of the many males who use them to share images of their shirtless selves, the majority, unlike, say, Japanese gymnasts, have quite bare armpits. Are what’s acceptable for men and for women reversed now? We shared the Adidas shot with a few women to have a sense of what the ladies may feel about the new, naturally-fringed area to show off. All of them are not comfortable with what they saw, “Is this the new beauty that we are not aware of?” “Don’t like; don’t understand.” “Sorry, I’m still old-fashioned.” “Don’t think will catch on with Asian women.” “How do I unsee this?” “😱” “My mother will force me to shave.” “I want to keep my husband!” “I never liked fatt choy, anyway.”
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