Waxchick: an Anti-Objectification Photo Campaign

We love how Vasilisa Forbes is pushing back on the media and its perpetual objectification of women. In fact, the Russian-born photo-feminist is literally inserting herself into the advertiser’s space, taking over several billboards throughout London Town.


Objecting to the Objectification of Women

Enter #Waxchick, the colourful world of visual art meets photography meets feminism. It’s a series of hyper-sexualised pop art that has been taking over London one billboard at a time. The aim of the photo commentary is to spark a dialogue about the representation of women in the media as objects of desire.


Striking a Sexualised, Waxen Pose

The campaign features a latex/lingerie/spandex-clad Vasilisa in an array of suggestive poses – sitting legs apart, sprawled out on the floor, upside-down with torso hanging off a chair… All the while Star Wars-esque lightsabers, wigs, rubber ducks are used as props…

In some shots, Vasilisa’s waist is unrealistically cinched in – alluding to 1960s notions of the ideal woman – while in other shots she dons a pink wig. All of the images are Photoshopped – a tool that is heavily relied upon in advertising and fashion to create glamourised perfection.



Public Art. Public Response.

#Waxchick has received mixed feedback with some thanking her for boldly showing the everyday objectification of women, while others call the images vulgar. There was even a move to censor an image, despite it being free of nudity.

Vasilisa’s response is exactly what one would expect from a woman whose name means ‘queen’: “I just want to see more powerful female characters in everything, really!”

So do we, Vasilisa. Maybe the media will finally get the picture this time around…



In essence, the photo campaign portrays sexualised liberation through Vasilisa’s taking the female form back and the doing away with narrowminded views of feminism.

We think Vasilisa Forbes’ #Waxchick campaign standouts out from the campaigning crowd. What are your thoughts?

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