Ok, so it’s almost winter in Australia and I realise no one is shopping for swimmers right now. But that’s no reason not to feast your eyes on this colourful campaign!
What I’m loving about this is that it caters to a variety of female body types – including the highly controversial big-bosomed – well, big every-thinged – curvy woman. It proves that all women can look sexy, fashionable and stylish. They just need the clothes that suit! And of course if you look good, you feel good…that’s definitely the best part. (It works the other way around too – but feeling good is a tall order in western society, especially when all the clothes come with an unwritten message that says “you’re not beautiful enough to wear me”.)
I also find it interesting that the opening video features a short grab of only three of the models, even the campaign features four: tall, petite, curvy, and athletic. The one that’s left out is the “tall” body type model – which is generally the one that dominates every other facet of fashion. It’s nice to have the focus somewhere else for a change.
On top of all that, the campaign *actually* recognises other ethnicities and skin colours.
I won’t go into that any further in this post.
Kudos to Brit + Co. Especially since they come from the country where fashion’s original skinny-white-woman prototype started!
Check out the campaign here
Woke Generation 