Toxic masculinity
A campaign against male stereotypes.
Working with designers David Easton and Tsvetan Mitev we created a campaign against male stereotypes that aimed to educate and redefine the term 'masculine' through a male clothing line campaign. For this we felt it was an appropriate to link our campaign with the popular outlet and brand Topman. To advertise we made posters, social media accounts, short films and of course clothing to present our positive message of being human, which means rejecting masculine stereotypes.
Phrases found on the shirt read ‘men don’t cry’ and ‘men must provide’, we took several stereotypical roles of the male and presented them through a screen printed design and the logo of the campaign. Both pieces were printed on two separate sides that allows the user to flip the shirt inside-out depending on which design they favour, both prints present our positive message to change social views on masculinity.
