• THE PROBLEM •
Girls and women develop their primary view of their physical selves from observations of others. These observations can take place in the media or through personal experience. Through a blend of expected and actual exposure, females are socialized to objectify their own physical characteristics. Women and girls
develop an expected physical appearance for themselves, based on observations of others;
and are aware that others are likely to observe as well.
• THE SOLUTION •
A clothing brand that speaks to the "needs" for women to feel liberated in a society ran by man. Femme, meaning woman, is a brand that nearly rectifies these emotions, making women feel empowered.
The purpose of clothing is functionality, but throughout time it has developed
into a beacon of social statement and identity.
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