ELOQUII, the women's plus-size fashion retailer, is launching its first-ever advertising campaign called #MODELTHAT that simultaneously celebrates customers and challenges unconscious bias in the workplace. The retailer, which offers sizes 14 to 28, created a campaign that spotlights former chef and ultra-marathon runner, a chief engineer, costume designer and many more.
As Mariah Chase, CEO of ELOQUII, describes: "Our #MODELTHAT campaign challenges the unconscious bias that can sometimes lead to stigmatizing, stereotyping or underestimating a woman's talents, abilities or accomplishments based on her body."
The #MODELTHAT campaigns stars women like Palencia, a Deputy Director and Chief Engineer of Detroit Water and Sewerage Department who is overseeing a $500 million program to help rebuild Detroit and Sarah, a four-time Emmy award-winning TV producer.
What Makes This Trend Stand Out
- Body Positivity
- The #MODELTHAT campaign challenges unconscious bias by celebrating and empowering plus-size women, promoting body positivity in the fashion industry.
- Diverse Representation
- The campaign showcases women from various professional backgrounds, encouraging the importance of diverse representation in media and advertising.
- Empowerment Advertising
- ELOQUII's #MODELTHAT campaign utilizes empowerment advertising to challenge societal norms and inspire women to embrace their talents and accomplishments regardless of body size.
Sectors Adopting This
- Fashion Retail
- The #MODELTHAT campaign highlights disruptive innovation opportunities within the fashion retail industry to cater to the needs of plus-size customers and challenge traditional beauty standards.
- Media and Advertising
- The campaign demonstrates disruptive innovation opportunities within the media and advertising industry to foster diverse representation and challenge unconscious bias in promotional materials.
- Body Positive Movement
- The #MODELTHAT campaign aligns with the body positive movement and encourages disruptive innovation within various industries to prioritize inclusivity and representation for all body sizes.
