Swedish model recieves death threats for ad featuring unshaven legs

Arvida Byström, a Swedish model has recieved death threats after featuring in an ad with shaven legs. Arvida, 26, wrote in an Instagram post on September 25 that she received “nasty comments” and rape threats after an Adidas ad featuring her was released.

“Literally I’ve been getting rape threats in my DM inbox. I can’t even begin to imagine what it’s like to not posses all these privileges and try to exist in the world,” she wrote in a post liked by over 21,000 Instagram users.

Byström, a artist and a photographer said: “I think femininity is created by our culture. I feel like everyone can do feminine things, be feminine.”

The ad has been viewed by more than 5 million users.

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Some users even abused the Swedish model and said the ad was “disgusting”, calling her a “hairy woman” and “feminist scum”.

However, many users came up in defence of the model choice stepped up and said it is a woman’s body and her right alone to decide how she wants to look. Others said it was natural for women to have body hair and they shouldn’t have to conform to societal standards of grooming.


“This is what a woman looks like in her natural state. Societal standards have warped what is conceived as normal for a while now,” said a user.

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Adidas said in a statement it is “honoured to work with creators like Arvida for their creativity, diversity and unique ideas”, adding that it wants to provide “a platform for positivity, discussion and change”,.


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