The Feminist Collective at McGill Law, founded in 2013, is taking on the F word with their new campaign, McGill Feminists. As we all know, the word Feminist has been victim to its very own brand of discrimination over the years.

Instead of trying to redefine the word, or rebrand it, as so many others have and are still attempting to do, this new campaign is broadening the image, breaking free from the stereotype, offering a new vision of what feminists look like today, and we LOVE it!

Click over to the group’s Tumblr page to check out more images.