The #theNewSexy campaign by Fuller Bust lingerie brand Curvy Kate, has launched what could be the world’s most inclusive campaign to date, using a diverse range of women to model the latest collection, Scantilly. The campaign introduces 8 powerful female role models, including an Alopecia sufferer, a transgender woman, an amputee and recovered anorexic. Challenging social ‘norms’, #TheNewSexy calls for women of all shapes, backgrounds and sizes to be represented in the media and looks to redefine how society views the word ‘sexy’. The company has never employed professional models, choosing instead to celebrate their customers instead. They looked to social media to find the eclectic mix of role models to wear the new boudoir collection.
In recent years the modelling and fashion industries has been under scrutiny due to the lack of diversity promoted in advertisements. A report by ‘The Fashion Spot’ stated that out of 422 models involved in the largest Spring Summer 2016 campaigns only 21.8% were of colour, 1.4% were above a size 12 and zero transgender models was used. Scantilly hope that their continued use of customer role models will hail a new era for diversity in the fashion industry.
Head of PR and Marketing, Hannah Isichei states, “It’s important for us as a brand to speak to as many women as possible through our campaigns. We know our customers don’t all look the same so why should our models? Why should boudoir lingerie just be reserved for a handful of society? We want women to look at our products and see them on a body they can relate to. Scantilly lingerie is for every woman and every body, so it’s important that our models reflect this attitude.”
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Scantilly by Curvy Kate’s third collection will be available from July 2016. The range including peep-hole briefs, sexy suspenders, half cup balcony bras and sheer basques is available in sizes DD-HH cups and S-XL at curvykate.com, Debenhams.com and Figleaves.com. For more information please visit: www.curvykate.com.