Jamal Naghizade

Fashion campaign · Amorini Concept · Baku, June 2026

Feminist slogans, worn by a young man

In June 2026 Jamal Naghizade worked with Amorini Concept, an art and fashion brand in Baku, on a set of T-shirts printed with feminist slogans. He helped shape the slogans and the shirts, and he was the model in the campaign photographs. The aim was to show that young people in Azerbaijan, young men included, support equal rights for women.

Amorini Concept was founded by Günay Aliyeva. The photographs were taken by a professional photographer working with the brand.

5
slogans printed on the shirts
3
roles: model, slogans, shirt design and styling
1
fashion show, walked as a model
Jamal stands in front of white sculpted wings with a strip of tape marked STOP over his mouth, wearing a black T-shirt that reads “Silenced, not voiceless”.
“Silenced, not voiceless.” The tape across the mouth reads STOP.

The campaign

Why a young man in a feminist T-shirt

Amorini Concept is a Baku brand founded by Günay Aliyeva. It works with Azerbaijani artists and turns their paintings into prints for clothes, scarves and cushions. Carpet patterns and the pomegranate, a fruit closely tied to Azerbaijani culture, appear in many of its designs, and both can be seen in the backgrounds of these photographs.

For this campaign the brand printed short feminist slogans on plain black and white T-shirts. The campaign had no official name. The shirts were meant to carry the message on their own.

The choice of model was part of the message. In Azerbaijan, as in many countries, women's rights are often treated as a subject only women talk about. Putting the slogans on a young man was a way of saying that his generation, boys and men included, stands behind them.

The shirts

Five slogans and one painting

Each shirt carries one short line. Choose a slogan to see the photograph and the idea behind it.

Jamal sits on a shop windowsill in a black T-shirt that reads “Women's rights are human rights” in red letters.

Where it comes from

The phrase was used at the UN Fourth World Conference on Women in Beijing in 1995 and was written into the declaration adopted there. Its point is that women are not asking for special rights, only for the rights everyone else already has.

Background

Women's rights in Azerbaijan, in four numbers

Azerbaijani law gives women and men the same rights. Everyday attitudes have changed more slowly. These figures, taken from published sources, show both sides.

  1. 1918

    The Azerbaijan Democratic Republic gave women the right to vote, one of the first Muslim-majority countries to do so.

  2. 2010

    Parliament passed the Law on Prevention of Domestic Violence, the country's first law dealing specifically with violence in the family.

  3. 40%

    of people asked in a 2012 survey agreed that a woman should put up with violence to keep the family together.

  4. 116

    boys were born for every 100 girls in 2011–12. The natural figure is about 105. Researchers link the gap to sex-selective abortion.

In the World Economic Forum's Global Gender Gap Index for 2025, Azerbaijan ranked 100th of 148 countries. The campaign was a small answer to the distance between the law and daily life: it put the message on clothes that people see in the street.

Sources

Photographs

From the shoot

Most of the photographs were taken in and around the Amorini Concept shop in Baku.

Jamal sits on a shop windowsill in a black slogan T-shirt, with the street blurred behind the glass.
On the shop windowsill, with the street behind the glass.
Jamal, seen from slightly below, with tape marked STOP over his mouth and white wings behind him.
“Silenced, not voiceless.”
Close-up of Jamal looking down, a blue scarf in his hair, in a white T-shirt that reads “Girls can. Women lead.”
“Girls can. Women lead.” in front of a blue painted backdrop.
Jamal stands inside the shop window in a black slogan T-shirt while a grey cat sits on the step outside.
In the shop window. A street cat joined the shoot.
Jamal sits on the windowsill between two printed cushions in a black T-shirt that reads “Women's rights are human rights”.
Between two of the brand's printed cushions.
Close-up of Jamal resting his cheek on his hand, in a white slogan T-shirt.
“Behind every strong woman is herself.”
The shop front under a red awning, with Jamal holding an electric guitar in the window.
The shop front, with the brand's sign on the left.
A grey cat sits outside the shop window and looks at the camera; Jamal stands behind the glass.
The cat, again.

Credits

Who made it

Brand
Amorini Concept, Baku
Founder
Günay Aliyeva
Model, slogans and styling
Jamal Naghizade, with the brand
Photography
A professional photographer working with the brand
Painting on the back print
An artist who works with Amorini Concept
Pomegranate backdrop
Painting signed “S.A.”
A modern Baku carpet with a dark blue field full of small paisley shapes and birds, three stepped medallions in red and blue, and a border of diagonal stripes.
The modern Baku carpet behind this site's patterns: the stepped medallion in the logo, the diagonal stripes of the outer border, and the rows of buta (paisley) shapes in the field.

Contact

Get in touch

For questions about the campaign: