Been wondering why the likes of Cara Delevigne, Ellie Goulding and Cressida Bonas have been grammin' a jumper overtly pointing out their lady gardens ? Well, so have we.
It turns out that Topshop's A-List endorsed sweatshirt is directing us (quite literally!) to the fact that we shouldn't be embarrassed to talk about our 'lady parts'.
Designed by Black Score’s, Simeon Farrar, the man behind the infamous Kate Mouse t-shirt, the initiative is aimed to raise awareness of gynaecological cancer, as well as encouraging young women to be more open when it comes to chatting about their bodies.
A recent survey showed us that two-thirds of women feel embarrassed to use the word ‘vagina’ and that one third feel too uncomfortable talking to their doctor about gynaecological problems. In the UK alone, 20,000 women are diagnosed with gynaecological cancer a year so this campaign's disruptive approach is right on cue.
Want to get involved? You can either buy the jumper from Topshop (but be quick, it's almost sold out!), take a selfie using the hashtag #LadyGardenCampaign or donate £5 to the campaign by texting LADYGARDEN to 70755.
Words: Natalie Turco-Williams