Meanwhile Boutique, an eco-responsible boutique, is a purpose-driven company, which selects companies that value people, ethics, and ecology. We also participate in committed events and projects. When we were contacted to lend our support and several pieces for a feminist photo shoot against harassment, we joyfully accepted!
For despite major advances in relations between men and women, there are still far too many situations of harassment, control, or violence, often by a man against a woman. The photographer Noushka chose to present in an absurd way messages and phrases she or her friends received, to highlight these unacceptable situations. We are introducing you to this photographic project with a powerful message, to which Meanwhile Boutique contributed, for the time of a few photos.
© Noushka Studio
A feminist approach
Camille, aka Noushka, is an artistic director and fashion photographer in Marseille. She is exhibiting her first major personal series, a project where her professional eye is put at the service of a cause close to her heart. The idea: to make our worst experiences between men and women the cover of a fashion magazine. Meticulous photos, styling, makeup, accessories, staging… All for a very polished, funny result that hits where it counts.
13 photos, 13 locations, 13 puns
Humiliation at Vieux porc, ghosting at Mu-Seum, possessiveness at Fausse charité, violence at Notre Drame de la Garde… 13 toxic male behaviors in 13 Marseille locations renamed for the occasion, with a good dose of irony. Each image starts from a real situation: a message received, a phrase spoken, a behavior endured. Unfortunately, these words, acts, or messages are far too often minimized, normalized, or even accepted by women. And each situation is staged with a seriousness that borders on the absurd.
13 is Marseille's number. 13 is bad luck, luck, or transgression. 13 is also the nameless arcana of the Marseille tarot: death, but above all transformation. Which is perfect timing, because it may finally be time to transform these behaviors.
The Meanwhile Boutique touch
100% Marseille, 100% collective. To carry this series, Noushka surrounded herself with a committed and creative Marseille scene: responsible fashion brands, thrift stores, designers... Upcycled fashion, vintage pieces, handmade accessories: each photo is a mini-roll of local talents. And Meanwhile Boutique was there, to participate in illustrating harassment, by providing clothes, but above all its upcycled tarpaulin crossbody bag !
Harassment - Short Circuit
“The phone never stops. You hang up, he calls back. Harassment is that current that passes no matter what you do, a wire he refuses to let go. You end up exhausted, haunted by his presence even when he is not there. You look for the circuit breaker.”
Normes mâl.es tackles a wide spectrum of toxic behaviors: from slightly cowardly ghosting to frankly violent words, passing through everything that is still put in the box "oh well, it's nothing, it's love" today. The exhibition does not make a list to make a list: it shows, and above all, makes you recognize. Once we have a name for what we have lived through, we take it much less easily. The title already says it all: Normes mâl.es. These norms, we have integrated them so much that we forget that they are… abnormal.
We are delighted to have been able to support this artistic and committed project! You can also find our latest committed project, our third showcase for MAIF. We hope to see you very soon for new artistic projects!
