A plus-size fashion brand has reinvented Protein World's 'beach body ready' campaign

The advert will appear in London’s West End [Photo: Navabi]
The advert will appear in London’s West End [Photo: Navabi]

Remember the “beach body ready” adverts that were banned by the Advertising Standards Authority a few years ago?

The infamous bright yellow billboards by Protein World read “are you beach body ready?” alongside the image of a slim, blonde woman in a yellow bikini.

Technically, the adverts were removed as there were concerns about the weight loss products’ claims.

But they also received a huge amount of backlash about the body image message they were sending – in a nutshell, the internet unanimously decided they were body shaming.

Which is why one plus-size fashion brand’s latest campaign has been a breath of fresh air.

Mimicking Protein World’s original 2015 adverts in colour scheme and style, navabi’s campaign champions women of all sizes as we get further towards beach season.

It features models including Bethany Rutter, navabi’s own social editor, Stephanie Yeboah, otherwise known as NerdAboutTown and Lauren Tallulah Smeets, also known as Curvy Roamer.

The billboard will appear in London’s West End this week, in addition to navabi’s website dedicated to the campaign.

“We felt like not enough has changed since the original Protein World ad in 2015,” Rutter told The Independent.

“It’s been three years and things should have changed more than they have, so we wanted to take an opportunity to change them.

“We wanted to say, without hesitation, that there shouldn’t be a black cloud hanging over your summer because you think you don’t have the right kind of body.

“We wanted to show people bodies they don’t see every day.”

And the campaign has, quite rightly, been a hit on social media.

“I just love this,” one person wrote on a Instagram post of the advert.

“I just hate the word beach body and the expectations behind it… Being thin and everything like that. So I really love your post, these women are just beautiful.”

Or as another simply put it: “This is perfection!”

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