For it's SS16 Campaign, Missguided invented a new power couple - original 90's pin-up icon Pamela Anderson and artist Arvida Byström. Pamela poses on a bed of pink dollar bills, underneath her own name in silver sequined letters and baby blue backgrounds.
The campaign was shot by an all female team and according to the label “shows all sides of Pam – the iconic sex symbol, the real woman behind the pin-up persona and her beliefs as a strong, successful empowered female.”
Byström’s photography and video work address themes on sexuality and identity and it's definatley not the first time the artist has confronted female empowerment. Her honest, no-frills representation of women is helping change our idea of femininity. Previously shooting body hair and highlighting women who have no problem flaunting their arm, leg, and pubic hair over her social media platforms.
Pamela Anderson for Missguided SS16 Photography Arvida Byström