It Was Never A Dress Favorite 



May 2 2015



From Time Magazine:
It's not a dress—it's a cape

We’ve all seen the woman in the triangle dress that marks women’s bathrooms. But what if that triangle silhouette isn’t really a dress?

That’s the idea of the new campaign called It Was Never a Dress, which seeks to “shift perceptions and assumptions about women,” according to its website. Instead of a bulky frock, the people behind the campaign at software developer Axosoft instead see the bathroom woman wearing pants and a cape.

The idea is getting a lot of praise on Twitter:

So next time you go to a public bathroom, take note of the superhero on the door.

From the 'It Was Never A Dress' website:

It Was Never a Dress is an invitation to shift perceptions and assumptions about women and the audacious, sensitive, and powerful gestures they make every single day. In science, technology, arts, mathematics, politics, houses of worship, on the streets, and in our homes, insightful women are often uninvited, overlooked, or just plain dismissed. Through storytelling, community building, innovation and creative disruptions, It Was Never a Dress will foster necessary conversations, vital voices, and images from around the world that honor ALL women. When we see women differently… we see the world differently! Stay tuned and keep disrupting.

Why would a B2B software company that makes an invisible, totally meta product (agile project management software for software developers) launch a campaign like this?? Really, what kind of KPIs can you glean from people sharing stories across oceans? How can you increase your Conversion Rates through activism? What could the ROI on empowerment possibly be?

Well, guess what? At the foundation of Axosoft’s tool is Agile methodology. What that means is that our product focuses on people over process, champions collaboration, and lends itself to moving quickly, innovatively and consciously. Our culture at Axosoft mimics this creative software development process. We have storytelling events, everyday collaborations, open workstations, and band together with all of our cross-functional goodness to add layers to everything that we do!

And when you’re conscious and collaborative, you can’t help but be aware of what’s going on in the world of technology and other spaces that women occupy. And with awareness comes responsibility. Our CEO is a woman and we have a team of women and men who care deeply about creating a vibrant tech/life ecosystem for everyone to feel included, celebrated, and like the freaking rock stars they are! That’s why.

Posted by victoriaedel on