Wonderland.

Puma's #DOYOU Campaign

Championing individuality and the imperative need to defy inequality, expectations and standards, Puma’s #DOYOU campaign is about living life your way.

It’s a sad reality that even in 2016, women are still battling a whole plethora of injustices. Whether its unfair pay or inappropriate sexualisation and objectification, there’s no denying that there’s still a LOT of work to be done before absolute equality of the sexes is achieved.

Puma are one of the brands stepping forward in seeking to influence a positive change. Fronted by Cara Delevingne, their #DOYOU campaign is being backed by a group of super talented girls who seek to show that there’s no ‘right’ way to be a woman.

We sat down with two of the girls championing the campaign: Emma Breschi, an image maker working within fashion film and photography, appears both behind and in front of the camera. Her work strongly focuses on female identity and explores themes such as body image and the liberation of womanhood. Tinea Taylor is a radio DJ with shows on KissFMUK and KissFresh. Aside from her hectic life as a radio presenter, she is also a voice over artist for the likes of Spotify, Channel 5 and iTunes. This year she joined MTV to host the news weekly as well as bagging herself a voice over show, [email protected] on Nickelodeon. Despite their different career paths, they both unite in the idea that being yourself and living life your way is the best way to be. We grabbed a moment with the duo to find out more about why they’re putting their support behind the campaign.

What do you like about the #DOYOU campaign? 

Tinea: I love women helping women and supporting women, I am so for that! There are some of the other girls [supporting the campaign] that are like photographers, stylists, bloggers that I had never even heard of and I’ve got to really respect their craft and their work. I just think it’s good to be part of a unit, and own something.

Emma: The most important thing for me is that I’ve managed to meet amazing women that are doing great things and more so, we’ve become friends! It’s great because we’ve just come together to do great things together.

So speaking about the diversity of gals backing the campaign, why do you think it’s important to have girls from varied career paths? 

Tinea: Because you can collab together, like me being a presenter, voice over artist, DJ and then Emma being a photographer doing loads of shoots and being really stylistic, we can come together and I can holla at her and say ‘I need some new shots for this’ or she can say ‘Tinea, I want your face for this brand’, like I said there’s so many different people, half of the girls that are in the collective I’d never even heard of before but I am so glad I have now because we can collaborate together and create something great.

Tinea Taylor (@tineataylor)

Tinea Taylor (@tineataylor)

Emma: I think in this industry it’s kind of really easy to get lost in your own little bubble, trying to do things on your own a lot, but being part of something like this that is bigger than you, you get to do and explore things outside of your bubble. You get to work with people and create things together and make change together.

Personally, what is your favourite thing about being a girl? 

Tinea: My favourite thing about being a girl is to be able to play with outfits and dress up and a hair and make-up! Guys don’t have this, they just have level 2 haircut and black t-shirt and jeans but we can play with so much colours, textures, fabrics and styles.

Emma: I think for me being a woman has always been something that I’m kind of discovering. When you’re young, you don’t really know where you fit, so I think for me, because I’m quite young, I’m still figuring out what I’m about. The best thing about being a woman is being able to discover new things about yourself and see where change is happening. There’s no real right or wrong way on what it is to be a woman, you just go with the flow and you just enjoy it.

What is your aim and what do you personally want this campaign to achieve?

Tinea: That more girls look at us and want to work together, because girls can be so catty, so bitchy, they can be really competitive. I mean one of my closest friends does exactly the same thing as I do but we motivate each other so much so I want people to look at my instagram, look at Emma’s instragram, all the other girls Twitters, Snapchats and see us all together and say ‘you know what, we need to become a collective and a girl group just like this’.

Emma: I mean like cut all the bullshit, just aim to make a difference and to inspire other girls! This has all be said before but I just really think it’s important for all of us to push into breaking the norms of what it is to be a woman.

Emma Breschi (@emmabreschi)

Emma Breschi (@emmabreschi)

Why do you think it’s important to have strong female role models? 

Tinea: I think it’s important so young girls don’t lose their way. I’ve got a mother and three sisters and they’re my role models. They sculpt and mould the woman I hope to be. I don’t really see myself in a role model as such that I hold myself on a pedastle but I am here to help and here to answer any questions whenever they need it an I think that’s important.

Emma: You have got women from all over the world doing lots of different things and we’re all aspiring to do things and help each other. I think it’s better to look into what everyone is doing and feed from it and all move in that direction.

What is the #DOYOU ethos and attitude and why is it important?

Tinea: Doing you so you stand out on your own. Personally I don’t watch other people and what they are doing. I just stay in my own lane, that is the best way to be. I just stay in my own lane and that is “doing you” and I think that always works out best.

Emma: I think with this hashtag #DOYOU, I think it’s more about just trying to let go of what everyone expects you to be, trying not to motivate yourself to beat others but motivate yourself to beat yourself and do better than you think you can. Don’t care what other people think about you because in the end it’s your life and you’re the only one living that life so you’ve got to focus on what makes you happy.

Photography
Netti Hurley
Words
Ryan Cahill
Puma's #DOYOU Campaign

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