When a fashion label tries to speak the language of feminism, it can make for edgy advertising – especially when it taps into the zeitgeist of protest and defiance. But is there a possibility that it only replaces one form of objectification with another?

The advertisement above stresses on a woman’s right not to be measured by parameters set by the male gaze. “Look, you label me, tag me, hashtag me, put me in these tiny little boxes,” it begins, suggesting that the women these clothes are meant for are not willing to fit into the old standards of beauty.

But still the advertisement avers eventually that the words that count are “pretty”, “awesome”, “sassy”, “smart” – with a “...ness” added on for differentiation. Everyone can watch the ad (above) and judge for themselves if it works.