I am delighted to see more and more men and women I can relate to in advertising. All ages, nationalities, abilities, shapes and sizes – it’s nice to see less air-brushing and more ‘normal models’. It’s a big credit card swipe from me for brands that are part of the body positive movement that we are seeing at last!
It’s a big change since when I set up Rejuvage when most brands featured over airbrushed 20-something skinny models which made me feel invisible. It was one of the reasons I became so passionate about becoming a pro-age brand! In just 2-3 years there has been a big shift to stamp out the stereotypical anorexic model to showing all body types, genders and ages.
Here are some of the brands on my shopping list because I can relate to the positive image they share.
Marks and Spencer’s Curvy Lingerie Models
Marks and Spencers curvy lingerie models got over 2.7k shares on social media as models proudly show off their normal ‘tummy rolls’ that we all have! It was nice to see a real representation of women and shoppers flooded to their Instagram page to let them know that they approved too.
Dove Real Beauty Pioneers
One of the original champions of real women Dove is still leading the way with new campaign #MyBeautyMySay to empower women to define beauty on their own terms. It features the stories of Rain, Jessica and other amazing women we want to inspire you to share your story too. So if you’ve ever had your looks used against you, share what you said using #MyBeautyMySay to help encourage women everywhere to stand up for their own beauty. Find out more
River Island’s recent campaign case the picture perfect family with models of all ages and races. They are passionate about breaking down barriers and I love the fact they support an anti-bullying charity.
I love the affordable fashion for all shapes and sizes at ASOS, although I would like to see a few more midsters to show we wear them as well! However it’s great to see them showing the clothes on so many different types of shopaholics.
Figleaves lingerie brand is one I have always loved and their Instagram and campaigns celebrate body diversity. They feature different styles and forms of beauty including older models, different ethnicities and those with disabilities. ‘Everybody Fits’ shows that every body type is beautiful.
Nike has already been my go to sports brand. Their gear lasts for decades and I love that they represent strong women and female athletes like Serena Williams.
Sainsbury’s TU – Fashion That Makes You Feel Good
Finally an edgy supermarket campaign for women! Tu Sainsbury’s Tu Clothing brand ads a bit of edge to the high street – the campaign features real women and boobs. Its campaign is called Be You, featuring real women wearing their bras and talking about their breasts and what they call them. The names range from ‘knockers’ to ‘lemon drops’, ‘fried eggs’, ‘crumb catchers’, ‘saggy and baggy’ and even ‘Ant and Dec’.
Looking at all these brands its great to see strong, striking women of all ages, shapes, and attitudes showing that beauty starts with being you!
By Louise Proddow