Women can do exactly what they want with their body hair so please stop calling Nike's armpit hair campaign 'disgusting'

We're so here for it.

29 Apr 2019

Society’s policing of female body hair is so strong that most women don’t question it anymore. Shaving, waxing, lasering and plucking hair from our legs and armpits to bikini lines and bum holes has become an accepted – and expensive – part of our beauty routine.

Here at GLAMOUR HQ, we are constantly questioning why it's okay for men to rock up with body hair in its natural state OR with a back, sack and crack wax and no one really bats an eyelid? Whereas if a woman has armpit hair or untouched pubic hair, it’s commented upon or viewed as some kind of statement.

Which is exactly why we were left in shock when Nike's new campaign, showing a model with armpit hair on display, came under fire on social media.

The post on the Nike Women Instagram account shows model Annahstasia in a sports bra with her arm in the air, revealing her armpit hair.

View this post on Instagram

Big mood @annahstasia.

A post shared by Nike Women (@nikewomen) on

The snap, which is captioned 'Big mood', has received over 190,000 likes and 8,000 comments and while some people are praising Nike for celebrating body hair in all its glory, others are damning the sports brand for its decision to do so.

One Instagram user wrote: "This photo is beautiful on so many levels, love the bra and the model's confidence", with another saying: "Thank you Nike for your support of being natural."

However, some people dubbed the post 'disgusting', with one quipping: "This is not freedom, this is not a type of 'I love my body', this is bull****, shave that s***" and another adding: "Horrible PR move. Less than one percent of your female target market doesn't shave. Wtf is going on?".

Of course, hair removal is nothing new. Women in ancient Egypt got rid of all their body hair, including from their heads. Beauty trends change throughout the years just like fashions.

But we have to drop this idea that leaving body hair untouched is unattractive, dirty or shameful. We need to question why society has these expectations for women.

While GLAMOUR is not against anyone removing hair from their body, we believe it should always be a personal choice - and no one should be judged for that. We're applauding Nike for celebrating body hair in all its glory. Bravo.