"We're not going to talk about periods here anyway": The campaign that demolishes the taboo of menstruation

For the first time in France, a menstrual underwear brand is displayed in the metro and the streets of the capital. His strength ? Represent all menstruating people, through powerful and 100% inclusive visuals.

A hint of hair, a pinch of stretch marks and a good dose of desexualized bodies. For its very first poster campaign, posted this Wednesday in the metro and the streets of the capital (and soon in Lyon), the menstrual underwear brand MOODZ has bet everything on inclusivity. And it feels good. Called "We're not going to talk about rules here anyway", its colorful and striking visuals, produced by photographer Lou Escobar (who has already collaborated with NEON), show bodies at odds with the standards imposed in public places.

No ultra-normed, smooth and photoshopped models in artificial poses, therefore. For this campaign (the first in France to highlight menstrual panties), Caroline Briant, the brand's founder, called on models representing "all menstruating people". Understand: models of all sizes, of all origins and of all genders, with hair protruding from their panties (or boxers), sometimes uneven skin texture, bulges, scars... in short, bodies closer to reality, and which we can now admire at the bend of a street, on our way to work in the morning.

A subject still taboo in France

"Our main objective is to allow all menstruating people to reclaim their body by conveying a fairer image, more representative of menstruation", explains Caroline Briant in a press release, specifying that even today, "more 40% of women are ashamed to go buy sanitary protection at the supermarket". And this, despite a beginning of freedom of speech around menstruation.

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Recently, an Opinion Way poll* for Dans Ma Culotte on "reglophobia" drove home the point. According to him, 55% of French people still consider it inappropriate to talk about periods in public. This is particularly true for those over 65, who are almost three quarters (73%) to think so, as well as for those aged 50-64 (61%).

Hence the urgency of talking about menstruation in the public space, not to "shock", but to normalize a biological mechanism that affects, each month, more than two billion human beings on the Planet.

* Study carried out on a sample of 1051 individuals representative of the French population aged 18 and over