How many successful women in their knickers does it take to make a controversy?
This is a shot from the latest lookbook for lingerie brand Dear Kate.
Dear Kate produces high-tech, leak-resistant underwear. Their new collection is called ‘The Ada Collection’, named after Ada Lovelace, the mathematician widely regarded as the world’s first computer programmer. Each woman featured in the campaign is a ridiculously well-qualified and successful talent in the tech world.
Quiessence Phillips is the creator of the Girltechie Campaign.
Patty Delgado is the web engineering team leader at Refinery29.
Arikia Millikan is the founder of Ladybits Media.
Rebecca Garcia is the founder of Geek Girl Web.
Sarah Conley is the creator of Style It.
Adda Birhir is the founder of Skillcrush.
Tech underwear, tech women.
Six women in tech, posing in a completely non-sexual way with their iPads and Macbooks, coding and running their profitable companies in their undies. As much as we loathe the term, they are ‘real’ women. Different shapes, different colours. Chosen for their contribution to the world of tech, and not for their waist-to-hip ratio.
It’s an undeniably beautiful shoot.
However, while this seems good so far, one big question has been hanging over this campaign since its launch: does putting these women in their underwear hamper their credibility?