A Controversial Ad Shows Female Tech Founders And CEOs Coding In Their Underwear – Design You Trust

A Controversial Ad Shows Female Tech Founders And CEOs Coding In Their Underwear

1

With its brand-new Ada Collection — named after Ada Lovelace, the world’s first computer programmer—underwear company Dear Kate is taking a rather non-traditional approach to advertising.

2

The lookbook for the lingerie line shows six prominent women in tech posing with computers and coding while undressed down to their underwear.

3

The photos are meant to be empowering, complete with quotes from the women about their roles in the tech industry.

4

Dear Kate founder and CEO Julie Sygiel said she intentionally placed the models in the workplace. The shoot took place in Refinery29’s New York City headquarters.

“I think a lot of traditional lingerie photo shoots depict women as simply standing there looking sexy. They’re not always in a position of power and control,” Sygiel said to Time. “In our photo shoots it’s important to portray women who are active and ambitious. They’re not just standing around waiting for things to happen.”

5

But some people have found the campaign offensive, with feminists arguing that the photos place emphasis on looks in an industry that is already fraught with sexual abuse and misogyny.

“Posing in your underwear undermines the message that you aim to be taken seriously as a technologist,” Elissa Shevinsky, CEO of Glimpse Labs, said to Time.

6

On the other hand, Skillcrush cofounder and CEO Adda Birnir said she didn’t think twice when Dear Kate asked her to participate in the photo shoot.

“I think it’s an amazing company that has a truly integrated, feminist point of view, and I wanted to help support them in everything they do,” Birnir said to Business Insider.

7

She calls the controversy interesting and surprising, adding that it creates a conversation that is important to have.

8

Rebecca Garcia, founder of GeekGirlWeb, didn’t expect the shoot to be so controversial.

“I think highlighting women and their careers, their background stories like Dear Kate has done is important for women to see others like themselves that they can relate to,” she said to Business Insider. “It’s body positive and inspiring and I’m excited to be a part of the lookbook.”

9

“I’m friends and acquaintances with several women who have been affected by sexism in tech,” she said. “I have faced discrimination, ageism, not being taken seriously as a programmer, and I think this shoot helps to normalize the idea that women can be comfortable in their own skin and be in technology.”

10
11
12
13


If you want more awesome content, subscribe to 'Oh, Design You Trust,' our brand new Facebook page! Trust me, you won't be disappointed.

More Inspiring Stories

1959 Ghia Selene by Tom Tjaarda, an Amazing Concept From Future Past From Italy
The Latest Innovation In Child Prosthetics Showcases Super Heroes And Disney Characters
Police Find Semi-Submersible Watercraft Intended for Cocaine Smuggling in Colombia
This 3D Printed Coffee Table Shows Art As Seen Under The Microscope
Gorgeous Beauty And Lifestyle Female Portraits By Nathan Lobato
Real Life Sized Soviet Era Motorbike Made Of Wood
Beautiful Photos of the Lincoln Continental Mark V
The 1986 Oldsmobile Incas Had The Wildest Dashboard You've Never Seen
Hilarious Personal Computer Ads From The 1980s
This Photographer Shows Haunting Beauty Of Ballet Through Ballerina’s Eyes
Tanks - The Fallen Giants Of The World War I
A Group Of Friends In Estonia Have Turned A 1984 Audi 100 Into A Cosy Wood-Fired Sauna
The Personalized Datsun: 1976 280-Z Brochure
Micrashell: A Cyperpunk Protective Suit That Allows You To Safely Socialize In Times Of A Pandemic
Afghan Female Boxers Fighting their Way to the 2016 Olympics
London Zoo Staff Conduct Their Annual Weigh In For the Animals
How Female Disney Characters Would Look If They Were Men
Mechanical Secrets of Moving Gorillas in "King Kong", 1933
Daimler Buses Converts Mercedes-Benz Citaro For Transporting COVID-19 Patients
Custom BMW R NineT Bike by Russian Custom Workshop Zillers Garage
Unseen Titanic: First Ever Complete Views of the Wreck
Spacelander was the Bicycle of the Future, 1946-1960
Car Drivers Need To Beware Of The Barnacle
Stunning Photos Of The Installation Process For 5G Network Equipment On The Mount Everest