F*CK PERFECTION. LOVE YOURSELF
Have you guys seen the #MakeYourMark campaign created by Misguided? They really make a statement by featuring different body type, with a clear mission: to inspire women all over the world to love themselves, for themselves, to embrace their flaws and not to strive for what the world perceives as perfection. “Because F*CK perfection, it doesn’t excist.” Amen to that.
The Mass-Avant Garde and Holistically Happy movements entail a shift whereby fashion brands move towards a more body positive image regarding women. A few months ago, a new law was introduced in France that models need to provide a medical certificate to prove that they are healthy enough to work. In addition to this law, another measure will be that magazines, adverts and websites need to mark images in which a model’s photo has been retouched.
As for the #MakeYourMark campaign, Missguided shows several short videos in which the models explain why they love their body, and what female empowerment means to them personally.
For example, the model Felicity tells in her video:
My name is Felicity Hayward. I absolutely love my booty, I’m not gonna lie about it. My biggest motto in life is ‘self love brings beauty.’ We go through so much as a woman, through our bodies, through our mental health, through everything. We are such amazing creatures and when we can just work together and support each other it’s such a beautiful thing.”
There’s just one little thing that caught our eyes in this video: the shot at 0.14 min. where Felicity’s has a stamp on her lovey behind. For half of our trendsquad this still implies that women are a piece of meat. Obviously this was not intentional. Is it us, or does it give you the same associations? We don't dont mean to just point out the negative - but we do feel that in a time when we're becoming increasingly aware of these things, brands should take extra care to make sure their message is spot on
Besides the aforementioned blooper we applaud Missguided for dedicating a campaign to body positivity in the fashion industry. May many more brands follow and let’s hope tomorrow’s society will be more inclusive starring healthy, unretouched people the new standard.