Mother London has begun a call to action asking women to display their pubic area, shaven or not, in an effort to "stand up to the pressures of modern society."
The project will begin on Thursday (3 October) with the agency explaining"whether waxed or never tended, young, old, black, brown or white, we want to display London’s lady gardens in all their variety, and demonstrate the choice that many young women –particularly – may not realise they have when it comes to waxing."
The agency, which has stated that the idea was generated by female members of staff, went on to explain that the waxing culture had become so mainstream that it was no longer "about choice" and that it planned to use the issue as a platform to discuss feminism in 2013.
A public exhibition of the variety of "bushes" pictured will take place within the agency, which will also see all participants invite friends to a private viewing and debating event.
Photographer Alisa Connan will be taking the pictures of the anonymous participants during 15 minutes slots on the first day of Project Bush at the agency's offices on Redchurch Street.
A Twitter discussion through #projectbush has also begun.