SEASON x IWD2020:
NEW Project Celebrating International Women's Day
To celebrate International Women's Day 2020, fashion and football magazine SEASON hosted a private event in Peckham for football fans to watch the SheBelieves Cup together. I was asked to create a collection of posters, using words from SEASON Zine's interview with Nikita Parris (Issue 07), to be displayed at the event.
The campaign theme for this year’s International Women’s Day is #EachforEqual. According to the official website: “We can actively choose to challenge stereotypes, fight bias, broaden perceptions, improve situations and celebrate women's achievements. Collectively, each one of us can help create a gender equal world.” With a mission to counter the fact that modern football culture is male, pale and sometimes stale, and to tell football and fashion stories that showcase, celebrate, and empower women in football whether they play or not, this message struck a strong chord with the team at SEASON. Subsequently, we wanted to put on an event for female fans and create a space where they could feel comfortable and surrounded by women who share this interest. We created a private event including a Sunday lunch at The Prince of Peckham pub followed by the big match: Japan vs England in the SheBelieves Cup on Sunday 8th March. The team at SEASON put on an incredible evening and everyone who came was in high spirits.
“We can actively choose to challenge stereotypes, fight bias, broaden perceptions, improve situations and celebrate women's achievements. Collectively, each one of us can help create a gender equal world.”
My role in this event was to create a collection of posters to be displayed around the venue. Inspired by Nikita Parris’s interview in their most recent issue, in which she talks at great length about the importance of inspiring a new generation of young female football players and being a role model for them, I decided to take some of the things said in this interview and create posters from there. Two examples that seemed incredibly fitting for the theme of International Women’s Day were, ’You’ll no longer have to brand it as women’s football, or the women’s game – you just brand it as football’ and ‘I always say to my young people: “Don’t be me, be better than me,”... That will ensure that the growth of the women’s game will continue for many generations.’
Creating this collection of IWD posters was an exciting task which I particularly enjoyed as I was given alot of creative freedom. The only criteria was simply that they use the colours and imagery of Issue 07 and the collection inspires women to improve their game as well as encourage others to see women's football as just football. The most effective and well-received posters were those that used ‘Women’s Football’ (with a strike-through) tagline. A punchy take on Nikita’s words, ‘You’ll no longer have to brand it as women’s football, or the women’s game – you just brand it as football,’ this seemed to hit the nail on the head for what SEASON stands for and hopes will happen in the sport in years to come.
At the event this poster received the most attention from those that attended. So much so that we took to Instagram to ask our readers if they’d be interested in purchasing them if we were to sell them on SEASON’s website to which fans gave a massive yes! So I’m really excited to hopefully see them up for sale on SEASON’s website in the coming weeks!
So I’m thrilled to have been part of such a fantastic project. As MANTRA Sport’s mission is always to create meaningful projects that explore the intersection between sport and culture, I was very happy to jump on board and couldn't wait to put out into the world once all was finished. I’d love to hear your thoughts on the project and if there's a particular poster you like don't hesitate to let us know as we'd love to put a wide range up for sale online!
See full project here!