Underwear campaigns don’t come much more inspiring than the latest offering from lingerie brand Figleaves.
Making a stand against the usual body-perfect approach Figleaves have instead released a campaign that celebrates women in all their diverse beauty.
Teaming up with MiLK models, the brand is on a mission to bust [pun not intended] beauty ideals by featuring models of different ages, body sizes, ethnicity and disability looking absolutely stunning in their smalls.
The #beautyhasnobounds campaign stars 12 beautiful body positive advocates who each prove that a one-face-fits-all ideal of beauty is a thing of the past.
From 59-year-old model, Nicky Griffin, who’s fiercely flying the flag for mature beauty, to plus size model Felicity Hayward and Kelly Knox, who was born without a left forearm, each model offers a reminder that sexy has no size, age or ability boundaries.
I believe that diversity needs to be constantly discussed, for us to get used to it as a 'new normal'. It's not about ticking boxes and having a model of colour or size as a token, it's about finding beauty and power in any human being. Fig leaves campaign is out, and couldn't have a better day to launch it than the pride week! thank you @milkmodelmanagement and @annashillinglaw1 for making me part of such inspiring project 💪💪🏻💪🏼💪🏽💪🏾💪🏿💙 Mua @daniguinsbergmua , hair @liamcurranbeauty
A post shared by Jakub Koziel (@jakub_koz) on Jul 6, 2018 at 5:31am PDT
Speaking about the concept, Anna Shillinglaw, ex-model and Managing Director at MiLK who provided the models said: “The concept behind this shoot was diversity.
“I wanted something really strong and striking to express different faces of beauty across all areas including age, body shape, ethnicity and disability.
“These images are representative of general shifts in the industry towards being more open minded and inclusive when considering defining beauty.
“I hope they are progressive for today’s generation of women in terms of being able to celebrate what beauty means to them and not having this as confined or restricted as it previously has been.
“For future generations of women, I hope it inspires them to know that beauty has no bounds and it can be found in everyone, making traditional stereotypes of beauty a firm thing of the past.”
A post shared by Jakub Koziel (@jakub_koz) on Jul 7, 2018 at 12:39am PDT
Sharing some of the images to his own social media platform, photographer Jakub Koziel, who took the shots, also expressed his admiration about the inspirational message behind the campaign.
“I believe that diversity needs to be constantly discussed, for us to get used to it as a ‘new normal,” he wrote.
“It’s not about ticking boxes and having a model of colour or size as a token, it’s about finding beauty and power in any human being.”
The fashion industry has been making strides in the diversity department of late.
From ASOS teaming up with para-athlete Chloe Ball-Hopkins to design clothes for fashion lovers with disabilities, to Rihanna dropping a size-positive lingerie range and ASOS also ceasing to photoshop models’ stretch marks, style is getting altogether more inclusive and we’re so down with it!
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