Before the rise of the bikini in the 1960's and 1970's, women only shaved their pubic hair because of person preference. However, the pressure to be smooth overpowered and until recent years was seen as the norm, often being criticized by media and social constructs if otherwise. However, through the recent feminist revival not only have many women began going "natural" again, many celebrities and adult actresses have spoken out about it with much support. For women, it encompasses the idea that women are in control of their bodies and empowers through making decisions on how to maintain the female body as a personal choice, not a societal one. With inspiration from the 60's and 70's such as color palette, type and imagery, the concept of "The Bush is Back" was born.