The Rum + Coke Fashion Photo Shoots Feature Plus-Size Women Only
Rahul Kalvapalle — April 9, 2015 — Marketing
References: shoprumandcoke & today
Rum + Coke, the fashion line owned by designer Courtney Smith, may offer sizes ranging from two all the way up to 24 -- but owner and designer Smith insists on using only plus-size women in the collection's campaign. Smith, who herself identifies as a plus-size woman, found it ridiculous that most fashion photos didn't include models that looked anything like her, and so decided to focus on using plus-size women in her campaigns.
Smith even appears in photos for her own campaign, a campaign that she hopes will "replace messages of self-loathing with messages of self-love and empowerment."
The collection itself features everything from curve-hugging party dresses to velvet crop tops, and the campaign is designed to convey to plus-size women that they can pull off their favorite looks regardless of their size or weight.
Ultimately, the Rum + Coke campaign hopes to encourage women to appreciate and be comfortable in their bodies.
Smith even appears in photos for her own campaign, a campaign that she hopes will "replace messages of self-loathing with messages of self-love and empowerment."
The collection itself features everything from curve-hugging party dresses to velvet crop tops, and the campaign is designed to convey to plus-size women that they can pull off their favorite looks regardless of their size or weight.
Ultimately, the Rum + Coke campaign hopes to encourage women to appreciate and be comfortable in their bodies.
Trend Themes
1. Body Positive Fashion - Using plus-size models in fashion campaigns promotes a body positive message and encourages women to embrace their bodies.
2. Representation in Fashion - Including diverse body types in fashion campaigns challenges traditional beauty standards and promotes inclusivity.
3. Empowerment Through Fashion - Fashion campaigns that focus on self-love and empowerment empower women to feel confident in their own skin.
Industry Implications
1. Fashion Industry - The fashion industry can embrace inclusive marketing strategies and cater to a wider range of body sizes to meet the demands of diverse consumers.
2. Advertising Industry - The advertising industry can explore campaigns that promote body positivity, diversity, and empowerment to align with evolving consumer values.
3. Beauty Industry - The beauty industry can create products and services that celebrate diversity and support women in feeling confident and beautiful, regardless of their body size.
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