The subway is going to the pits.
Dove launched a #FreeThePits campaign in Big Apple subways “to encourage women everywhere to reject underarm stereotypes” in time for New York Fashion Week.
The bold photos — of women lifting their arms to expose hairy underarms — are plastered on the E, F, G, R, 4, 7, and L lines and in the Herald and Times Square stations until Sept. 17 with captions like “Does hair make you stare?” and “Troubled by stubble?”
Subway riders did indeed stare, but many seemed untroubled.
“It made me laugh,” said photographer Lilyan Aloma, who was snapping shots of the ad in Herald Square.
The 75-year-old said she does feel forced to shave.
“Of course, we’re pressured for most things. This is on a long list of things we’re pressured for. It’s totally unnecessary,” she said.
This campaign debuted before Dove faced a boycott for naming Black Lives Matter activist Zyanha Bryant as its “fat acceptance ambassador,” sparking a Bud-Light-type controversy for its striving to be woke.
Most women surveyed by the soap brand believed underarms should be “hairless, smooth, odorless and even-toned.”
Philadelphian Emily Kehl, who chooses not to shave her armpits or legs, said she definitely gets judged but is still not interested in investing in the process.
“I’m lazy,” she admitted. “I just don’t feel like doing it.”
Kehl, 28, who was in the city for work, said she does feel compelled to hide her hairiness.
“I’m wearing pants because I have vendor meetings and I don’t shave my legs,” she said.
Restauranteur Michael Douglas Soza, 43, was initially taken aback by the campaign, but being underground with hairy pits in his face forced him to ponder the meaning behind it.
“It doesn’t really come to mind when you think of subway promotions,” he said. “But they’ve done it in such a mass scale that it does leave an impression.”
He said he would date a woman who opts for the au-naturel look.
“I wouldn’t say it’s a dealbreaker. It might catch you by surprise but that’s not necessarily a bad thing,” he said. “There’s certainly a naturalness to it and certainty from a guy’s perspective, I think I speak for a good majority, we like natural. That can be attractive. Overdone isn’t the best thing.”
Tenika Chuminski, 39, said one of her male friends isn’t as open-minded.
“He had a girlfriend that didn’t shave and he was like, ‘It was cool for a little while,'” she said. “What the hell does that mean?”
Some users on X, formerly known as Twitter, slammed Dove for its mixed message.
“So this #FreeThePits campaign installed all over the #NYC #subway is creepily “fighting body shaming by body shaming,” @DaleInnis commented. “Do you think this person’s body is WEIRD and KINDA GROSS? Well, WE don’t! Buy our products!!”
Another mocked the company for being out of touch with New Yorkers’ priorities.
“Pretty clear that the people behind the Dove Pits of New York campaign have never been to the city before,” said @mandaPaigeInman. “If people are judging 5 o’clock shadow pits we are all in trouble.”