'Curvy Kate' is a UK-based lingerie and swimwear company that specializes in making sultry apparel for plus-size women. The popular brand recently joined with Aerie for #TheNewSexy campaign as a means to show that feeling confident and looking great has nothing to do with looking the way that the media tends to tell women that they should.
In order to do this, the company had eight strong women from different backgrounds model the pieces. As DesignTAXI explains, the campaign included "an amputee, a transgender woman, an Alopecia sufferer and a recovered anorexic."
With this, #TheNewSexy continues Curvy Kate's choice to not include conventional professional models in its campaigns, choosing to celebrate every woman's individuality instead. In doing so, Curvy Kate aims to diversify the representation of women in the media.
Why This Trend Is Growing
- Inclusive Advertising
- Curvy Kate's diverse lingerie campaigns challenge the shallow standards of the media and promote inclusive advertising.
- Body Positivity
- Curvy Kate's #TheNewSexy campaign embraces all body types and encourages body positivity.
- Representation Diversity
- Curvy Kate's choice to feature women from different backgrounds in their campaigns helps to diversify the representation of women in the media.
Industries Being Reshaped
- Fashion
- The fashion industry has an opportunity to incorporate inclusive advertising and promote body positivity in their campaigns.
- Marketing
- The marketing industry can learn from Curvy Kate's approach and create more diverse and inclusive campaigns that resonate with a wider audience.
- Media and Entertainment
- The media and entertainment industry should take note of Curvy Kate's emphasis on diversifying the representation of women in order to better reflect society and challenge beauty standards.
