Take off your machismo
Baron 2022
To wear this you have to take something off
Mexico is known worldwide for celebrating macho culture. Unfortunately, this is more than fiction. The pressure to be a macho is so deep that according to official studies, 63.8% of males who fit the stereotype claim to have suffered from depression and suicidal thoughts.
With this campaign, Baron® makes us ask ourselves if we can get rid of those sexist prejudices and sexist stereotypes to be who we want to be, free to express ourselves and dress as we want. It shows us that there are other models of masculinity and other ways to build our identities, far from stereotypes and closer to what we feel we are.
Fashion not only dresses us, it can also transform us.
The film's message, ‘To wear this, you have to take something off’ was the trigger for the entire campaign. It opened the conversation nationally, and caused activists, artists, influencers, and men who identified with the campaign take the message and turn it into a movement. Through their social media accounts, they invited their followers and friends to debate about men wearing skirts - questioning the macho and homophobic stereotypes that oppose this.
Skirts
or Pants?
On October 13, 1927, EL UNIVERSAL, one of Mexico’s most important newspapers, published the controversial article Skirts or Pants?, in which it discussed what clothes women should wear, roundly rejecting the use of pants with derogatory comments. 95 years later, fashion has changed.
Prejudices have not.
Baron®, the first brand of men's skirts in Mexico, rewrote this same article in the same newspaper, exchanging the 1927 quotes for social media comments regarding our brand in 2022, which expressed hatred and disapproval towards men who wear skirts.
Awards.
✹El Ojo de Iberoamérica.
Silver Print 2022
✹Mexican Creative Circle.
Silver Glass 2023
Silver Audiovisual 2022
Silver Media 2022
Bronze Print 2022
Credits.
Agency: The Juju Mexico.
CIO: Federico Kina. CCO: Humberto Polar. Creative Director: Arah Kim.
Head of Art: Giovanni Rozo.Art Director: Xareli Hernández. Copywriter: Jomi García. Production Company: CENTRAL Films. Director: Emilio Pichardo.