13.06 20.06.2025

Tayla Hek



@taylahek.design
taylahek.com
Tayla is a designer driven by purpose, curiosity and creativity. She creates bold, meaningful work that challenges perceptions, sparks conversation and connects on a human level. Her practice is rooted in storytelling and guided by a research-led approach, allowing her to dive deep into each project and create design that truly resonates.
Reform the Uniform is a campaign-led project challenging outdated uniform regulations in
competitive cheerleading. Despite the sport’s push for Olympic recognition, it remains hindered by visual stereotypes rooted in pop culture, media, and adult entertainment. Uniforms have become symbols used to sexualise, sell, and exclude—misrepresenting the sport and limiting its growth on the global stage.

The project exposes double standards, such as differing midriff rules by age and region, and questions how these policies impact athlete identity, empowerment, and the sport’s credibility. Rooted in fourth-wave feminism, Reform the Uniform reframes what athletes wear as a tool for performance—not a costume. Through bold visuals and storytelling, it calls for a future where cheerleading is recognised, respected, and truly athlete-led.


 

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