14 DAY TRIAL // Not only fashion is taking a stand against size 0, but retailers and manufacturers are too, at least in the UK. Prestigious underwear brand Bravissimo is also joining the cause by casting curvy women for its latest ad campaign, women who also happen to be customers of the brand, as the Independent informs. In doing so, it’s not only showing that all sizes are beautiful, but also that said beauty can be brought to light with regular woman as well.
Basically, anyone interested in being a model for the campaign could have done so by simply sending a photo of oneself to Bravissimo. Of course, since this is a brand that caters exclusively to women with a large bust (its motto is “Lingerie, Swinwear, Clothing for D-KK Cup Women”), that was the only prerequisite that potential candidates had to keep in mind. There were two selection stages, at the end of which only 5 women remained, who are now featured in the recently unveiled adds.
“It’s been a busy couple of weeks for the campaign against Size 0. First Debenhams introduced size 16 mannequins in stores, then Mark Fast chose to use plus size models during London Fashion Week and now Bravissimo have revealed they are to use real customers in their ads. The UK based company that specializes in lingerie for D-KK cup sizes, sent their customers an email inviting them to apply to be part of their new campaign. Out of the 600 applicants, 40 were then invited for the casting where it was whittled down to the last five women,” the Independent writes.
“The lucky winners are Patricia Arteaga, Leela Tikadar, Riann Quinn, Katie Hardy and Jess Edwards – none of which have previous modeling experience. Anna Prince, Bravissimo spokesperson said: ‘The Bravissimo campaign promotes healthy body image by showing that real women can look fantastic too. Our customers have told us that they would prefer to see images of real women than of models. The girls we have chosen are beautiful yet attainable’,” the publication goes on to say.
And, indeed, the photos are stunningly beautiful, many British media outlets agree: the girls (who come in more than just one size) are wearing makeup and their hair is done in such a way as to bring back memories of long gone glamour, while set against very colorful backgrounds. To see the “finalists” please refer here.