PrettyLittleThing has launched a new campaign to support women victims of sexual assault.
Bosses for the retailer want to challenge shocking views that a woman wearing revealing clothes is partially responsible for her sexual assault. Research shows that psychiatrists, judges, jurors, and college students still uphold the worrying opinion.
The brand launched the official #MyDressDoesn'tMeanYes' campaign, with a statement on the issue saying: "This International Women’s Day (and every other day), we are committed to stamping out the stigma that what you’re wearing gives someone else the right to your body. It has been revealed that 55% of men believe that ‘the more revealing the clothes a woman wears, the more likely it is that she will be harassed or assaulted’.
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"Over the last twenty years, other studies in the United States and elsewhere have found that psychiatrists, judges, jurors, and college students believe that a woman wearing a revealing outfit is more likely to be attacked or sexually harassed than a modestly dressed woman, and if attacked, that she is partially responsible for her assault, and her attacker is less culpable.
"It’s time we confront those we see or hear doing wrong. It’s time to take our stand. If you know someone is acting inappropriately, confront them, but only if it is safe to do so. By spreading awareness and confronting the issue, we will take back control. We are strong and we are resilient. We can do this."
The brand also took to social media to share the message, posting infographics detailing the statistics. On Instagram they shared a stat that said "Nearly 6 out of 10 women said it was commonly believed that women who go to parties wearing provocative clothing are “asking for trouble.” along with a caption detailing the campaign.
In an effort to combat this, in partnership with women’s sexual violence charities The Survivors Trust, It’s On Us, End Rape On Campus and En Avant Toutes, the fast fashion giants are offering slogan tote bags to spread the message with full profits going to their partner charities.
As well as this, it has a dedicated 'International Women's Day' category on their website and promise 100% of profits from any dress within the International Women’s Day category will also be donated to the partner charities.
The campaign will run from March 8 to March 15 and more information can be found here.
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