We kicked off the Schaamteloos campaign with our friends at The Oh Collective, The Social Code and The Vulva Gallery to tackle something most people don’t even think twice about: the words we use for our own bodies. Why are we still calling them schaamlippen aka “shame lips”? Spoiler: we shouldn’t be. That’s why we’re pushing for “vulvalippen” — a term that’s accurate, confident, and proudly unapologetic. Inspired by the legacy of Ellen Laan, this campaign is about ditching shame and rewriting the narrative, starting with the dictionary.