A woman's decision to shave or grow her body hair is still flammable material. Everyone believes they have the right to an opinion. And this time it was no different. The latest fire has been lit by British designer Stella McCartney, daughter of Sir Paul, in the advertising campaign for her ecological clothing collection for Adidas Women.

In the image, the dancer and choreographer of 'pole dance' Leila Davis (@cutiewhippingham) appears in the photo of the controversy with a sports bra and blue leggings from the True Purpose collection, in an intentional pose to leave her armpits with hair in sight. It is something that the brand and the English creative director defend: normalizing female hair. The protagonist of the photo has declared on Twitter, responding to the controversy that has arisen, that it is misogynistic to criticize a woman for not shaving. Are you wrong? She also denounces the racist comments received: "This they would not do to a man and the levels of contempt they have towards me is definitely due to the fact that I am black. It makes them sick that a big brand gives me and my hairy armpits a platform ".

There are many messages from Internet users congratulating the sports brand for the message of freedom it conveys. "Thank you Adidas for supporting women in their decision to do with their body what they want. Men can have hair on their bodies, so why isn't it fully accepted by society that it be the same for women?" a follower. Others, however, praise the clothes and criticize the hair.

Self-confidence, inclusiveness of all types of women, authenticity, these are the messages that have been valued from the Adidas Women's advertising campaign who have left positive comments on the brand's IG account, in addition to a lot of smileys of calls. They praise the rebelliousness of going against traditional beauty standards, which no longer represent many girls. Even some who confess that they do use wax to shave, but they bet on freedom of choice. For others, "the look is perfect, but the hair... it's a matter of hygiene."

Adidas's intention with this campaign is clear: to advance in the normalization of the image of the female body outside the old canons with which many women do not identify. A spokesperson for the firm has stated that they want to harness the transformative power of sport in a positive way and, through their products and imagery, represent the needs of all female athletes.

This is not the first time that a brand has presented models with unshaven armpits. Calvin Klein already did it a couple of years ago with his underwear with the same intention: to normalize female hair. Also models, actresses and singers, from Julia Roberts to Gigi Hadid or Amaya have appeared in public showing their hair and they have always received fierce criticism. Shouldn't everyone be free to show themselves how they want?