When good photography is used to break a taboo: shocked by a politician’s comment about a journalist (“She had blood coming out of her wherever!”), Victor d’Allant interviewed and photographed women going through menstruation. In his book introduction, he wrote: "These twenty-eight women and men (yes, some men do have periods) are true heroes. They are intrepid. Nothing could stop them, because they knew this book needed to be made. They have been waiting for this moment for many years –the moment when they can freely discuss their menses, without shame or embarrassment, and show the rest of the world, including their life partners, what their body actually looks like during “those days.”"

They hail from the U.S., Germany, England, South Korea, China, Mexico, Chile, Cuba, India, even Saudi Arabia, thus ensuring that PERIOD. has a multicultural reach. And a global social impact. As a social entrepreneur recently wrote: “Your work is important to start a conversation. It's vital, as a woman, that I see representations of my life, my experiences, my body, in art and in culture. Because once we give it a name, we don't have to be ashamed of it anymore.”

This book project has been turned down by every book publisher and magazine editor approached by Victor d’Allant under a variety of excuses: men think "it’s women’s stuff, it’s too niche for us,” while several female publishing executives have said “you are a man and you didn’t have the right to make such a book.”