Dove releases new campaign ahead of New York Fashion Week

An invitation to #FreeThePits

Unilever’s personal care brand Dove has released a new campaign that challenges toxic beauty standards ahead of New York Fashion Week.

According to new research by Dove, 8 of out 10 women dislike the look, feel and sweat of
their armpits and 6 out of 10 judge others for their armpits. Acting on this insight, #FreeThePits, created in partnership with creative agency Ogilvy, aims to ease women’s insecurities about armpits. The campaign will be placed on New York’s subway stations from August 21 until September 16 and will showcase untouched images of confident women taking pride in their underarms.

The brand will also host an interactive pop-up in Chelsea Plaza on 7 September, where attendees will receive a Dove armpit kit.

Featured image: #FreeThePits / Dove