Marketing campaigns that boast diverse body types are a welcomed, wholesome and exciting opportunity for the industry to show its support and promote social acceptance. Recently, e-commerce platform ASOS takes it to another level by featuring UK Paralympic athlete Chloe Ball-Hopkins in its diverse body types campaign.
The celebrated model, who is also a reporter for BBC, is shown in a fashionable and comfortable pink tie-dye jumpsuit. The photographs depict a cheerful Hopkins who not only shows off the stylish and practical aspects of the clothing but also advocates for social acceptance that defines all diverse body types as beautiful. The model said it best – "it’s about making fashion accessible."
This inclusive ASOS campaign is the second of its kind and intensity. Before the UK Paralympic athlete’s affiliation with the company’s ‘Design’ collection, ASOS tapped into Haitian-American model and amputee Mama Cax to showcase its activewear line.
Inclusive Online Fashion Campaigns
ASOS Goes a Step Further in Celebrating Diverse Body Types
Trend Themes
1. Diverse Body Type Fashion - The trend of featuring diverse body types in fashion campaigns presents an opportunity for brands to promote inclusivity and gain customer loyalty.
2. Inclusive Marketing - The rise of inclusive marketing campaigns allows businesses to connect with a broader audience and tap into the growing demand for diversity and representation.
3. Accessible Fashion - The focus on making fashion accessible to all body types creates innovation opportunities for brands to design inclusive and stylish clothing options.
Industry Implications
1. Fashion Retail - The fashion retail industry can leverage the trend of inclusive fashion campaigns as a way to differentiate themselves in the market and cater to the diverse needs of customers.
2. Marketing and Advertising - The marketing and advertising industry can benefit from the trend of inclusive marketing campaigns by helping brands develop strategies that celebrate diversity and resonate with consumers.
3. Athleisure Wear - The athleisure wear industry has an opportunity to create inclusive activewear lines that feature diverse body types and empower individuals of all abilities to engage in physical activities.