Oh but the pussy is BRAVE!!! I am beyond excited and proud to share this campaign with you. This sweater right here has been two years in the making. I remember reading this poem before it was published in ‘home body’ and being like damnnnnn @rupikaur_ you did it again. It hit me right in the gut and made me think about all the times I’ve heard the word ‘pussy’ being used as an insult. Then I heard Rupi perform this poem live for the first time at one of her shows and the crowd went absolutely WILD!!! I knew we had to do something bigger with this poem. We needed to take back this word that's been used as a sign of weakness for generations and make a statement together. With our friends at @kotnsupply , we were able to create this beautiful and sustainably made sweater. We spent months on the design and wanted it to have a cheerful and vibrant vibe to it. Violet and electric blue kept sticking out as the colors that felt right for this poem and sweater. We also wanted to showcase all the different vulvas that women can have, cause surprise!!! they come in all different shapes and sizes and they are all beautiful, strong, and brave. A lot of love and attention went into the design of this sweater - If you look closely, the ‘U’ in pussy is an abstract vulva. I love these little details and hope you love them too :) And then for the campaign shoot...we had soooo much fun shooting this!!! For the makeup, it was all about the rhinestones and cobalt blue liner. The combination felt electric and just right 😍 For the vibe, we wanted a dreamy aesthetic that felt soft and powerful. All things that we are as women. I am beyond proud of how it all turned out, and of the dream team that made this a reality. Check out the ’oh but the pussy is brave’ sweater on www.rupikaur.com and let’s make a statement together! 💙💜 Creative Director: @mahsa.sajadi_ Photographer: @bsinghh Producer: @jesss.hg Makeup + Hair: @mahsa.sajadi_ Production Assistant: @angellaamri