SXSW 2022

Bringing Sexy Back: How to Get Provocative Again


Female sex appeal is experiencing a cultural revolution. The #FreeBritney movement is sparking a mass reckoning with the mistreatment of female celebrities. While books like Emily Ratajkowski’s “My Body” uncover society’s obsession with and contempt for women’s sexuality. One-note, male-defined standards for female sex appeal have been thrown out the window. But as we leave the era of sexist ads behind, brands are now left grappling with what sexy even means anymore. Some are steering clear of sexuality altogether out of fear of being cancelled while others are leaning into female empowerment via “I am woman hear me roar” manifestos. Backslash explores the cultural redefinition of female sexuality, and how brands can bring sexy back the right way.

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  1. We’ll examine how stereotypes, stigmas, and portrayals of female sexuality are shifting.
  2. Will sex ever sell again? We’ll discuss refreshing new attitudes around female sexuality.
  3. We’ll explore which brands are winning and with women, and outline key learning for how to get it right.



Amanda Lalezarian, Team Coordinator, TBWA Backslash

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Culture
  • Track 2 Advertising & Brand Experience
  • Level: Intermediate

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