Print ad: She: Sport

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The Furnace, Sydney, has created a new magazine campaign for Skins and their female apparel range, Skins She, which is based on an insight that there is a high level of competition between women. The perfect woman is adored by most, but also inspires a sense of jealousy, even hatred amongst other women. At some point, the claws of resentment come out. The message in the campaign is that by training in Skins, every active woman can achieve health, fitness and the body she desires – transforming into the bitch that every other woman hates.