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August 2019
Photographer             Annika Hagen

The beauty myth tells a story: the quality called ‘beauty’ objectivly and universally exists. Women must want to embody it and men must want to possess women who embody it. Strong men battle for beautiful women, and beautiful women are more reproductively succesful—non of this is ture.

Beauty’ is a currency system like the gold standard. Like any economy, it is determined by politics, and in the modern age in the West it is the last, best belief system that keeps male dominance intact.

Somehow, somewhere, someone must have figured out that women will buy more things if they are kept in self-hating, every-failing, hungry and sexually insecure state of being aspiring ‘beauties’.

by Naomi Wolf



︎ Beauty Myth


︎Body imperfections 

WTF is Prude?

Prude is an Amsterdam based initiative and underwear brand that seeks not to objectify bodies. The idea of Prude was born from the need for body positivity and empowerment. Prude wants to question beauty conventions and generate more acceptance for one’s own body and stimulate self-confidence.

By creating comfortable underwear, without sexually objectifying the female body, we aim to rethink society’s proclaimed beauty standards. We’re fed up with the image of women being supposedly naturally prude — so by acting ‘..rude,’ our underwear is keen on breaking with taboos and misconceptions around the female body and sexuality.

Prude stands for high-quality underwear with a positive contribution to the environment.


The Maker Store
Hannie Dankbaarpassage 39
1053 RT Amsterdam

Hutspot //SOLD OUT//

Rozengracht 204-210
1016 NL Amsterdam

                 ︎ Prude, 2020