This Dear Kate advertisement was created in response to Victoria Secret's "homogeneous definition of beauty."
The lingerie giant recently came under fire for a series of advertisements that featured the troublesome phrase "The Perfect Body" over a group of nearly-identical models. The Internet took the advertisement as a call-to-action for more body diversity, sparking a hashtag movement (#iamperfect), Change.org petition and, of course, Dear Kate's fantastic counter ad.
In a similar approach to corporations like Dove and Aerie, Dear Kate opted for real women instead of professional models. These women, who range in profession from doctor to performance artist, show "the multitude of shapes perfect bodies can take." This advertisement is a brilliant way to celebrate body diversity.
What Makes This Trend Stand Out
- Body Diversity
- Disruptive Innovation Opportunity: Develop inclusive fashion lines and marketing campaigns that celebrate diverse body types.
- Real Women
- Disruptive Innovation Opportunity: Create advertisements and media featuring non-professional models to promote authenticity and relatability.
- Internet Activism
- Disruptive Innovation Opportunity: Harness the power of online activism to drive social change and challenge industry standards.
Sectors Adopting This
- Fashion
- Disruptive Innovation Opportunity: Transform the fashion industry by embracing body diversity and inclusive sizing.
- Advertising
- Disruptive Innovation Opportunity: Revamp advertising strategies by using real women and promoting body positivity.
- Social Media
- Disruptive Innovation Opportunity: Leverage social media platforms to mobilize online activism campaigns and amplify diverse voices.
