London – Model Leomie Anderson has launched a clothing brand that aims to empower young women.
The Consent Collection uses the kind of internet speak favoured by members of Generation D to empower young women to say no.
The catchphrases, which are set against a backdrop of bright pastel shades, appear lighthearted at first but are repeated three times to underline their serious nature. Anderson hopes that the garments will spark discussion on topics such as unwanted sexual attention and peer pressure.
Consumers can purchase the products through Anderson’s online platform Leomie Anderson the Project the Purpose (LAPP), which also features a blog where users can share their stories to foster a sense of community among young women who have experienced prejudice.
‘It’s all about unity and creating a safe space for women to speak on their experiences, because I feel like everywhere you look women are on the receiving end of so much negativity,’ Anderson told BuzzFeed.
Members of Gen Viz prefer to use social media platforms to communicate online and companies are creating visually led content that draws on their particular brand of internet speak to reach them.