Innocean Australia CEO Jasmin Bedir is calling for less icing and more action, with her new, ‘Fck the Cupcakes’ initiative that aims to address casual misogyny in the industry, in Government and society.
The not-for-profit creative platform, launched on the back of International Women’s Day (March 8), aims to tackle this misogyny and female inequality in the creative services industry and beyond.
It will be a place where women – and men – can come together to discuss the diversity issues in the industry and Australia, as well as celebrate the many talented women who work in creative services.
Fck the Cupcakes’ first initiative invites women in creative and production roles to help design a range of gender-neutral casual wear, sporting the Fck the Cupcakes logo, as a reminder for action on endemic workplace inequality year-round. More initiatives will follow, such as podcasts and blogs, among others.
Says Bedir: “This initiative was really born out of my own frustrations around International Women’s Day celebrations. Women get together, they chat, they hear from inspirational speakers, and they usually eat cupcakes – and there’s nothing wrong with that. But once the sugar high wears off, there’s still a need for more action. The idea behind Fck the Cupcakes is that it keeps this issue in the social conscious 365 days a year.
“Fck the Cupcakes is a place for all women – and men – to surface, discuss and highlight the endemic misogyny in Australian culture and the workplace, but also champion, celebrate and recognise those women and men that drive progress and deserve the spotlight through the amazing talents we have in our creative fields.”
The casual wear range will be rolled out from June 2021, with one gender-neutral t-shirt released each month, featuring the story of its female creator.
Says Bedir: “We know there are plenty of talented female designers, artists, directors, writers, producers and musicians out there, who can help us design and produce the first three pieces in this collection. This is a call out for those women to come forward and showcase and celebrate their creativity in a positive way for all women.
“Our ambition is to have these pieces out in circulation among our peers in the industry, so our message is heard loud and clear 365 days of the year. This is really a chance for us not only to discuss and highlight the endemic misogyny in Australian culture and the workplace, but to also champion, celebrate and recognise those women and men that drive progress.”
All proceeds from the range will be donated to the Australian Gender Equality Council. The AGEC was established to achieve gender equality in Australia. Through high profile national awareness campaigns, advocacy and research, it aims to drive a cultural shift in Australia so that women and men have the same rights and opportunities across all sectors of the community. It believes that gender equality will be achieved when the different behaviours, aspirations and needs of women and men are equally valued, respected and are manifest in Australian society.
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