Hering, one of the biggest clothing brands in Brazil, wanted to develop a campaign for International Women’s Month that would fit with its concept of freedom. An idea that would get a conversation started about feminism. We created a movement to abolish a sexist term from the fashion world. While the rest of the planet calls strapless clothing items something like “Sin tirantes,” “Tragerlos,” or “Senza Spalline,” in Brazil that style is known as “Tomara-que-caia,” which means “hope it falls down.” We created a movement that brought together fashion magazines, influencers, all united behind replacing the term with the neutral description “sem alça,” or “strapless.” We also created a collection of strapless tops, with all profits going to a pro-women NGO.