Blissclub Launches Bitchclub

Blissclub, a leading activewear brand committed to reintroducing women to the joy of movement, is proud to announce the launch of its groundbreaking brand campaign, ‘Bitchclub’. This campaign aims to challenge societal norms and shed light on the unfair labels and stereotypes that women face on a daily basis.

Launched via a tongue-in-cheek teaser, the pre-buzz leg of the campaign saw women on LinkedIn adding the word ‘bitch’ to their names. The brand also went ahead and changed its own name on certain socialmedia platforms from ‘Blissclub’ to ‘Bitchclub’.

This was followed by a film featuring a talking bitch. 

The campaign seeks to address the issue of women being labelled as bitches and nags, particularly when they express their exhaustion from carrying an unequal burden of work. The film goes on to talk about how “what’s a real bitch” is that even today, women are expected to do the bulk of the housework, are typically nominated for all the more “feminine” tasks at work like ordering cakes and organising get togethers, and also continue to bear the load of emotional labour. The film ends with how the constant busyness women endure is the no. 1 reason why they have little time to themselves, which in turn means they have no time to workout, move and play, and how this has made them more prone to anxiety and depression globally. 

“From an evolutionary point of view, women were always expected to be the primary caregivers and multi-taskers. But overtime, this has led to women becoming the underdogs. Women are just expected to know how to do some things better than men - whether it’s telling the house help what needs to be done or getting everyone to pool in money for a colleague’s wedding present. These million tiny things that a woman ends up doing steal away her time. At the end of the day, she’s exhausted from doing so much, and yet, she’s done little for herself,” says Minu Margeret, Founder-CEO, Blissclub. “With this campaign, we want women to recognise the need to put themselves first without any guilt. And if that means being a bitch, then so be it,” she concludes. 

The campaign also includes a series of social media posts via which the brand aims to create a safe space where women can openly express their frustrations and share their stories. By doing so, Blissclub hopes to encourage women to get rid of the guilt they’re plagued by when they choose to put themselves first. 

Blissclub has also revealed a dedicated page on its website, with suggestions on how men, women and organisations can help break this cycle of women always having to do more than their share of work. 

The second leg of the campaign will include a series of product-first films. Each film highlights how bad activewear can get in the way of a much-needed movement session and how “that’s a real bitch” considering how hard women have to work to make time for themselves in the first place.  

For more information about Blissclub and the ‘Bitchclub’ campaign, please visit blissclub.com/pages/bitchclub or follow Blissclub on instagram.com/myblissclub.