Fifty years ago, a set of protesters opposed to the rampant objectification of women disrupted the Miss America pageant to become part of the misnomer called the Bra Burners. It became one of the many upheavals that are part of the modern women’s movement, which has today morphed into viral revolutions such as the #MeToo movement.

Over the years, these movements have changed the narrative and challenged patriarchal norms that stigmatised women for centuries now. Today, we need to opt out and re-evaluate the pressure society puts on us—on how to look, talk, behave, dress and live.

It’s time for us to not just challenge but also create our own narrative, our way. India might be the most dangerous country for women, but Indian women prove time and time again that they won’t be silenced—in sports we’re aiming for the podium (take it from our girls with gold at the Commonwealth and Asian Games this year); in business, we found our spot on global power lists; and in law, we passed the baton for a new beginning (in April, Indu Malhotra became the first woman lawyer to enter the top judiciary directly). We’ve even got our eyes beyond earth—what with Sunita Williams set to be part of the first commercial spaceflight.

If the times have changed, shouldn’t the commandments set in stone over a few millennia ago alter, too? The old codes no longer apply. So what are the new rules to live by? For us, here’s a definitive list, but by all means add your own rules. After all, rules only work if they work for you!

#1: DITCH THE LABELS

Priya Singh, model. Photographed by Signe Vilstrup

We may be past the Madonna-Whore complex, but labels, those sticky chips of predetermined identity, they come easy. One look and we pigeonhole—bitch, tramp and, on milder days, spinster, crazy cat lady, bossy, tart. Stop the sexist name-calling, stop the labelling. Let people be. Be who and what you want to be. Choose to be career- focused, choose to look outside of conventions, choose to be a child-free adult—it’s your choice.

#2: BE SELFISH

Mia Chib. Photographed by Signe Vilstrup

“When I see the sacrifices the women of my lineage have always made/ I feel I am obligated to live fully for they were never afforded that right. I want to eat up all of their guilt and self-hate/
Bottle it up and throw it far across the ocean/ So that no one who ever comes after me has to experience it again/ I want women to live/ From the simplest joys to their wildest aspirations/ Unchained and Unafraid.”

— Rupi Kaur, poet

#3: DROP A BALL

Lakshmi Rana, model. Photographed by Signe Vilstrup

We are the jugglers, the multitaskers, the multi-hyphenates, the don’t-know-how-she-does-it-ers, the nurturers, the list-makers—the omnipresent, omnipotent, omniscient. We carry the world on our soft-padded shoulders, balance lives like the sun that exerts its gravitational pull on the planets to keep them spinning on their orbits, and boredom is a luxury that finds no space in our spilling Filofaxes. But, once in a while, know that something’s gotta give. Order that takeaway. Take that mid-week off. Know that, when it all gets a bit too much, you’ve earned the right to do nothing at all.

#4: MOVE IT, MIND IT

Shivani Mistry, ballet dancer. Photographed by Signe Vilstrup

Ballet, yoga, kickboxing—working out today is not just about sculpted arms and perfect abs, it’s also about body positivity, embracing your individuality, your curves, and finally, living your healthiest life. We’re aiming for the fit body and healthy mind. And we’d like to call it strength and sensibility.

#5: OWN YOUR STYLE

From left: Lungzeu Lungalang Longchar, blogger at Nagasstreetstyle; Joyna Mukherjee, filmmaker; Sabina Manekia, jewellery and fashion designer; Macina Lungalang Nsarangbe, blogger at Nagasstreetstyle; Gitanjali Dang, curator and writer; Avani Yashwin, hairstylist and founder, Happy In The Head; Bani J, actor and model; Randy Scarhol, drag queen and gender activist; Nitya Arora, creative director, Valliyan; Afra Kochra, co-founder, Kiddiegram; Ashita Misquitta, communications head, Nykaa; Priya Singh, model; Smita Lasrado, model and founder, Feat. Artists; Ravyanshi Mehta, model; Adhuna Bhabani, hairstylist and creative director at BBlunt; Paloma Monnappa, model, actor and DJ; Sandra Nandeibam, model and trans activist. Photograph by Signe Vilstrup

The corset, the girdle, the volume of crinoline—women have broken free of sartorial shackles of fashions past. Come 2018, the age of Insta-likes, what is our legacy? This is a generation where politics, society, culture, gender and sexuality collide in the most unlikely of places—our wardrobes. The abolishment of archaic dress codes, the breaking of rules that have long been espoused (sneakers with couture? Why not?), of pink pussy hats on the world stage, and of pushing the good-taste-bad-taste debate. What does it really mean to own your style? What’s powerful? What’s feminine? What’s ‘for work’ and what’s ‘for play’? There’s really no roadmap. Anything goes—take it from the women featured here and their individual style. If there’s one thing they all endorse, it’s that the only rule of fashion today is to know who you are and let your clothes speak the same language.

#6: LOVE ALL

Diversity is not just a hashtag and trend, it’s a better, more inclusive world. It’s time to put aside the narrow rules of the past, crush the trials by Twitter, threats by trolls and the vicious cycle of haters hating. It’s time to open your mind and heart, away from our post-truth culture of hate and into a more evolved world of awareness, respect and equality. No matter your colour, shape, size, sexuality, gender, race, religion, creed or age, we’re loving without bias and prejudice.

Shape has no size

From left: Neelakshi Singh, professor, NIFT-Mumbai, and blogger at Plumptopretty; Gillian Phillips, trainer and instructor at SohFit; Runah D’Cruz, model; Rikee Chatterjee, model; Rhea Rastogi, fashion designer. Photograph by Signe Vilstrup

Love is love

Shonali Singh, model; Shantanu Gosavi, model and dancer. Photograph by Signe Vilstrup

Determination has no limits

Currently in Jakarta to play her first Para Asian Games, para badminton champ Manasi Joshi has consistently brought home medals since 2015. Photograph by Signe Vilstrup

The only age is now

From left: Kayaan Contractor (32), social media influencer; Dinaz Wadia (71), home chef; Geetu Hinduja (58), musician. Photograph by Signe Vilstrup

#7: BE MONEY-MINDED

Illustration by Sameer Kulavoor

As more and more women around the world enter the workforce, we’re earning more than ever before. But equal opportunity should also translate to equal pay. Emma Stone, Meryl Streep, Anne Hathaway—Hollywood got us talking about pay parity. But this year, Claire Foy’s—the Queen in The Crown—a revelation that she was paid significantly lesser than her male co-stars showed us that this was endemic. But even if we fix this gap, we need to control the money we earn and decide how it is invested and spent. Understand your taxes, don’t leave key financial decision-making to others. Let’s start talking money—what it can get and where it goes. We’ve earned it, now let’s own it.

#8: NO MEANS NO

Sayani Gupta, actor. T-shirt, Ashish. Photograph by Signe Vilstrup

From a young age, girls are taught how to ward off unwanted advances. Dress appropriately, be careful not to encourage the wrong attention, don’t put your drink down at a party… The fear is real. But why does avoiding rape become the prerogative of women? Why are the streets—and the home— safer for men than women? And why does consent, a subject as belonging to the realm of black and white as slate and chalk, become a grey area? There is Yes, there is No—there is no But, If, Maybe and “she seemed friendly”.

Last October was era-defining. It was the time when a viral hashtag flooded our social media feeds and cut across boundaries of geography to reflect, sadly, that we are not alone. But in the post-Weinstein world, processing #MeToo is the next step: “Healing is a lifelong journey and the hardest part is starting,” said Tarana Burke, the founder of the MeToo movement. “My hope is that in fifty years we’ll have a generation that has grown up their whole lives hearing about consent and boundaries.” For this change to happen, we need to start talking. Today.

#9: WE SHOULD ALL BE FEMINISTS

From left: Preeta Sukhtankar, CEO, The Label Life; Rohan Joshi, comedian and writer; Archana Walavalkar, co-founder, Stylecracker; Iggy the dog; Ayesha Sukhtankar; Zreh Adajania; Homi Adajania, director; Zane Adajania; Neera Nundy, co-founder, Dasra. Photograph by Signe Vilstrup

If you believe in a world where women, queer and gender non-conforming people are all seen as equals, you are a feminist. Why not a humanist, you say? Because calling yourself a feminist means you don’t just want equality of the sexes, but you’re also grateful to the women who’ve fought for the rights we have today and taught us that feminism and femininity are not mutually exclusive. For mothers and fathers, there’s never been a better time to commit themselves to feminist parenting. Men and women who still shun the F-word, empower yourself. Feminist may be a heavy word, but it’s one label we are proud to own.

#10: HEAL THE WORLD

Paloma Monnappa, model. Photograph by Sumer Verma

In a world filled with materialism, consciousness often gets buried. We all know we should consume less and recycle more, but it just seems a tad too difficult. You don’t need to sign up for a vegan life, buy yourself a Prius or build yourself a solar-powered heating system (kudos if you do, though) but you need to make green living a part of your life. Make small-scale sustainable choices that take the pressure off our planet —at office, bring your own mug to avoid wasting disposable takeaways; at home, opt for paperless bills; at the mall, carry your own reusable bag to avoid plastic; on the road, carry your own water bottle; and at restaurants, ditch the straw—even children don’t need it.

Hair and make-up: Florian Hurel/Artist Factory. Model: Paloma Monnappa. Assistant stylist: Priyanka Kapadia. Photographer’s assistants: Aditya Bobhate; Sachin Khira. Production: Divya Jagwani; Imran Khatri Productions. Location courtesy: JW Marriott Mumbai Sahar

Production credits

Hair and make-up: Namrata Soni. Models: Priya Singh, Sandra Nandeibam, Smita Lasrado, Runah D’Cruz/Feat. Artists; Ravyanshi Mehta/Anima Creative Management; Shonali Singh/Inega Management; Mitali Rannorey/Runway Lifestyle. Production: Divya Jagwani; Apoorva Singh; Imran Khatri Productions. Photographer’s agency: Tomorrow Management. Photographer’s assistant: Nitiraj Singh; Shani Shaki. Assistant stylists: Priyanka Kapadia; Ria Kamat. Hair and makeup assistants: Richa Jain; Tanvi Marathe; Vidhi Salecha; Nidhi Agarwal; Suhas Mohite; Charlotte Wang; Hemali Dave; Shivani Shetty; Ayushi Bhansal; Simmi Goraya; Ishita Chandan; Urmi Thadeswar; Nisha Karani; Alyssa Mendoza. Editorial assistant: Janine Dubash