Lovely buns: the lingerie brand arranged a body-positive session and encouraged chubby ladies to raise self-esteem
World famous British brand of underwear for women Ivory Rose has created a new collection. To show her in all its glory, the most ordinary women were invited, many of whom are embarrassed and shy of their forms.
But the essence of the campaign is precisely to to show not model “mosles”, but a real female body, which there are much more in the world than model parameters.
Women of different ages with different types of figures were selected for the photo shoot. No one even began to look at the weight, the presence of cellulite. The main condition was the lack of retouching in the photo. They did not embellish anything.
The brand also does not position its things as “masking” body defects. They disguise nothing. Everything is as it is.
It turned out that sets of lingerie from Ivory Rose not only fit perfectly on any figure, making their owner attractive, but also effective increase the self-esteem of the ladies.
Participants of the rally confirmed that they were leaving the photographer in high spirits, confident in their feminine charm, although they came to the shooting drooping and pinched.
Many women noted that with a problematic figure, the most important thing is to overcome stereotypes and try to accept and love your body as it is.
The founders of the brand of lingerie took part in the filming - 27-year-old Frankie Mason and 28 year old Amy Lo. Both women have magnificent forms and for the production of underwear for women like themselves, the girls decided when they accidentally saw the results of the YouGov social survey.
They showed that about 58% of very young girls (17-19 years old) are shy of their bodies, they feel uncomfortable in it.
It so amazed Amy and Frankie that they decided to do everything in their power to women and girls stopped striving for incomprehensibly imposed standards of beauty and realized that they were beautiful, moreover, here and now.
Earlier, a similar campaign was conducted by the Russian brand of lingerie My Dear Petra, which also demonstrated some panties and bras using models of non-standard model appearance.
Designers did not use filters and retouching in the processing of photographs, showing female figures as they really are.
