What Is Baddie Summer?
I'm going to tell you the truth because that's what we do here.
I didn't start Baddie Summer because I needed a marketing campaign. I started it because I was tired.
Tired of watching women shrink themselves into the background of their own lives.
The hunched shoulders. The "I don't usually take photos of myself." The asking if they should smile smaller. The standing somewhere less central in the frame. The whole damn performance of trying to be palatable.
It breaks my heart every time. And honestly, it pisses me off.
So I built something for it. Not a course. Not a coaching program. Not another empowerment Instagram account. A whole summer. A real one. A season for the women who are done forgetting who they are.
That's what Baddie Summer is.
WHAT "BADDIE" MEANS HERE
Let me be clear about something because I know the word gets used a lot of different ways.
When I say baddie, I'm not talking about a look. I'm not talking about a body type, an age, a vibe, a Sephora aesthetic, or whether you wear lipstick or no makeup at all. I'm not talking about Instagram filters or hot girl summer or anything that requires you to look a specific way.
A baddie, in my studio, is a woman who has decided to stop shrinking. A women that has started to live her damn life. Do the damn things and be excited about it!
She might be 25. She might be 65. She's the mom who forgot what hot felt like. She's the recently divorced reinventor. She's the 55 year old just getting started. She's the woman who's been called too loud, too much, too quiet, too soft, too anything. She's the girl who never felt seen.
The qualifier isn't external. It's the decision. The internal click of "I am done playing small to keep other people comfortable."
That's a baddie. That's the only requirement.
THE CODE
I wrote a manifesto. I didn't mean to. It just kept coming out of me in pieces and one day I realized it was a thing.
Here's what it says.
We don't shrink. Not for him, not for them, not for the algorithm.
We hype out loud. In your head doesn't count.
We don't compete. We recruit.
We take up space and hold the door open behind us.
We print the photo. We wear the outfit. We play the song loud.
We don't talk shit about other women's bodies, choices, or eras.
We believe there's a way. There's always a way.
We were never going back to shrinking.
That's most of it. I keep adding lines as I figure them out. But that's the heart.
Read it slowly. See which line called you out the loudest. That's the one you needed to hear.
WHY A WHOLE SUMMER
Because there's something about heat that strips away the performance.
Winter, we bundle up. We hide. We get small to stay warm. That's biology. Fair enough.
But summer asks something different. It asks us to show up. To wear the thing. To sweat in public. To exist with less fabric and more visibility. Summer is when women historically panic about their bodies because it asks us to take up space whether we want to or not.
So we're taking it up on purpose this year.
May through August. Specific window. Real season. We do this thing, and then we let it end, and then we figure out what comes after.
That's the deal.
THE TRUTH UNDERNEATH
Here's the thing nobody really says about being a woman who's done shrinking.
It's lonely sometimes.
When you stop playing small, people get uncomfortable. Friends who liked the smaller version of you might pull back. Family might call you difficult. Strangers might call you a lot worse than that. The world has spent your entire life telling you to be quieter, smaller, easier, and the moment you stop, the world tries to put you back in the box.
I built Baddie Summer because I wanted there to be a room where that wasn't happening. Where the women who are done shrinking could find each other. Where you could walk in and see other baddies doing the same brave thing and remember that you're not alone in it.
That's what this whole thing actually is.
A room.
A loud, hot pink, slightly unhinged room with good music. A room you can walk into and remember who you are.
Some of you will book a session and walk into the actual room at 2701 Spring Grove. Some of you will join the email list and walk into the version of the room I send to your inbox. Some of you will just follow along and screenshot the slides that hit hardest and that's the room for you. All of it counts. All of it is the club.
The point is that the room exists.
WHAT I WANT FOR YOU
I want you to print the photo of yourself that you keep hiding in your camera roll.
I want you to wear the outfit you've been saving for some imaginary special occasion that never comes.
I want you to play the song loud in your car with the windows down even though you're a grown woman.
I want you to take up the whole frame on purpose.
I want you to stop apologizing for taking up space.
I want you to hype your friends out loud, in their face, where they can hear it, not just in your head.
I want you to remember the version of yourself you've been told to forget.
I want you to be a baddie. Whatever that looks like for you.
And I want Baddie Summer to be the season you started.
YOU COMING?
I made a Code. I made a playlist. I made a whole season because I wanted it to exist and I knew you needed it.
Come find me.
Say yes,
Jess
P.S. If you read this and one of the Code lines made you feel something, screenshot it. Put it somewhere you can see it. That's not just a quote, bestie. That's an assignment.
