That’s an interesting question. When we first released the unretouched photos for the Damn Rebel Bitches campaign we had a huge backlash. To us, it seemed obvious that one size does not fit all so why should we pretend that it does? We hadn’t realised how shocking the shots were in the face of a billion-pound industry that sells a sanitised and unattainable version of female beauty. While some women found the images liberating, others were offended. “This looks like a pig”, one woman said of a size 10 model, aged 24. For hours it felt like the Reek. office was sieged by a body-shaming social media army. It was particularly telling that some of those criticising the pictures seemed to feel ‘guilty’. “It seems a little real”, one woman posted, with what we took as a twinge of regret. Like the Jacobites, we were unrepentant. That was the day we put right at the top of the site, in large red letters: “Bitches Unite”. Oh, and amidst the uproar, the good news is, we sold plenty of perfume! At one point the site actually crashed. So, yes, progress is being made: we reckon there’s a long way still to go but we’re up for the journey. We know there are a lot of women out there who want to join us.