Every day, women and young girls are so bombarded with false perceptions of beauty that it has become very hard to ignore. We see it everywhere: television, social media, magazines, advertisements, and various other forms of media telling us that a size 2 is the ideal size and that perfect skin and makeup are what make you beautiful.
According to the Love Your Body campaign, “Every day, in so many ways, the beauty industry (and the media in general) tell women and girls that being admired, envied and desired based on their looks is a primary function of true womanhood. The beauty template women are expected to follow is extremely narrow, unrealistic and frequently hazardous to their health.”
The Love Your Body campaign is challenging the message that a woman’s value is best measured by her looks, size, shape, and other current beauty standards. And now some big fashion brands are getting on board and are out to help change the harmful way that women’s bodies are viewed and portrayed.
Fashion Brands Encouraging You to Love Your Body
In 2017, Target began to include women of all shapes and sizes in modeling their clothes and swimsuits. In their 2018 swimsuit campaign they revealed they did not use Photoshop on any of their images and showed women “as they are” with their curves, stretch marks, flaws, and all (just one more reason to love Target!). They also now have plus size clothing line for men!
Athleta is also really big on diversity and body empowerment as part of their brand mission. Athleta believes that you choose the value you have. They want to celebrate all types of women, and it shows in their latest catalogs with beautiful women of all ages, shapes, and ethnicities.
In 2014, Aerie launched its #AerieReal campaign with the tagline “The girl in this photo has not been retouched. The real you is sexy.” And the cool thing is that the following year the retailer’s sales increased 20 percent and saw an even bigger payoff the year after. Consumers loved it!
This shift that has been happening the past couple of years has also encouraged a slew of other brands to either launch plus lines or show curvy women modeling. Some of these brands include, Gap, Old Navy, Banana Republic, Good American, Outdoor Voices, Nike, ModCloth, and Loft. A big shout-out to all these brands making a difference in the fashion world and supporting body positivity!
Love Your Body.
It’s the most amazing thing you will ever own.
There’s never been a more exciting time in women’s fashion. Women are standing up and voicing their opinions that change needs to happen. Women want to see untouched photos of other women and women of all shapes, sizes, and ethnicities. It makes us feel more real. It makes us feel better about ourselves knowing that most women have cellulite, stretch marks, and scars. And let’s be honest, it makes us happy when we see a picture of a celebrity in a bikini on the cover of Star magazine with cellulite all over the back of her thighs. We. Love. It.
Your Health and Fashion Rx: Love your body. Every curve, line, wrinkle, dimple, and scar. All of it. Wear that bikini this summer or those cut-off shorts you have been eyeing and rock it! Because you choose your value, not the media.