Photographer Gavin Bond takes a jab at the fashion industry's obsession with being skinny and size zero in this playful yet eye-opening photography set.
Gavin couples a hunky male model with a female skeleton. The couple act out typical fashion editorial and ad campaign scenes, which includes beach and swimming pool lounging and dining.
The cheeky approach is successful in pointing out the absurdness of this skinny fascination that leaves female models as living skeletons.
Implications - Businesses can address the growing concerns surrounding body image in the media through ways that will appeal to consumers with humor or shock value. Female buyers are attracted to brands that market or advertise with the customer's well-being in mind, as it creates a sense of trust between buyer and company.
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