The project began as an Instagram community with the purpose of be a bridge between women through stories. It believes in the power of representation by telling the stories of female professionals who have built careers in sectors with few female presence to encourage the next generation who dream of working in these sectors. Elas de Botina has become a brand with products that carry the message of inclusion of women in predominantly male sectors, in addition to promoting lectures on the inclusion of women in STEM jobs.
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