Innocean’s Jasmin Bedir says ‘Fck the Cupcakes’ in new equality initiative

Jasmin Bedir has launched a new industry initiative ‘Fck the Cupcakes’, aimed at tackling casual misogyny within the creative industry, in Government, and in society more generally.

The Innocean Australia CEO has launched the not-for-profit platform off the back of International Women’s Day. The new creative platform is a place for women and men to discuss diversity issues in the industry, and to celebrate the talented women who work in the creative space.

The first initiative from Fck the Cupcakes asks women in creative and production roles to design a range of gender neutral sportswear, with podcasts, blogs and other initiatives set to follow in the coming months.

Innocean Australia CEO Jasmin Bedir

The range of sportswear will roll out from June 2021, with one gender-neutral t-shirt released each month, featuring the story of its female creator.

Bedir said the initiative was born out of her frustration with the way International Women’s Day is celebrated in Australia.

“Women get together, they chat, they hear from inspirational speakers, and they usually eat cupcakes – and there’s nothing wrong with that. But once the sugar high wears off, there’s still a need for more action.

“The idea behind Fck the Cupcakes is that it keeps this issue in the social conscious 365 days a year.”

All proceeds from the sportswear range will be donated to the Australian Gender Equality Council (AGEC), which works to achieve gender equality through awareness campaigns, advocacy and research.

The AEGC pushes for a cultural shift in society, and believes that gender equality will be achieved when the different behaviours, aspirations and needs of women and men are equally valued and respected.

Bedir called on female creatives to step up to help design and produce the collection.

“We know there are plenty of talented female designers, artists, directors, writers, producers and musicians out there, who can help us design and produce the first three pieces in this collection.

“This is a call out for those women to come forward and showcase and celebrate their creativity in a positive way for all women,” Bedir said.

“This is really a chance for us not only to discuss and highlight the endemic misogyny in Australian culture and the workplace, but to also champion, celebrate and recognise those women and men that drive progress.”


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