ELOQUII's #MODELTHAT Campaign Challenges Unconscious Bias
Laura McQuarrie — May 6, 2019 — Fashion
References: ELOQUII & prnewswire
ELOQUII, the women's plus-size fashion retailer, is launching its first-ever advertising campaign called #MODELTHAT that simultaneously celebrates customers and challenges unconscious bias in the workplace. The retailer, which offers sizes 14 to 28, created a campaign that spotlights former chef and ultra-marathon runner, a chief engineer, costume designer and many more.
As Mariah Chase, CEO of ELOQUII, describes: "Our #MODELTHAT campaign challenges the unconscious bias that can sometimes lead to stigmatizing, stereotyping or underestimating a woman's talents, abilities or accomplishments based on her body."
The #MODELTHAT campaigns stars women like Palencia, a Deputy Director and Chief Engineer of Detroit Water and Sewerage Department who is overseeing a $500 million program to help rebuild Detroit and Sarah, a four-time Emmy award-winning TV producer.
As Mariah Chase, CEO of ELOQUII, describes: "Our #MODELTHAT campaign challenges the unconscious bias that can sometimes lead to stigmatizing, stereotyping or underestimating a woman's talents, abilities or accomplishments based on her body."
The #MODELTHAT campaigns stars women like Palencia, a Deputy Director and Chief Engineer of Detroit Water and Sewerage Department who is overseeing a $500 million program to help rebuild Detroit and Sarah, a four-time Emmy award-winning TV producer.
Trend Themes
1. Body Positivity - The #MODELTHAT campaign challenges unconscious bias by celebrating and empowering plus-size women, promoting body positivity in the fashion industry.
2. Diverse Representation - The campaign showcases women from various professional backgrounds, encouraging the importance of diverse representation in media and advertising.
3. Empowerment Advertising - ELOQUII's #MODELTHAT campaign utilizes empowerment advertising to challenge societal norms and inspire women to embrace their talents and accomplishments regardless of body size.
Industry Implications
1. Fashion Retail - The #MODELTHAT campaign highlights disruptive innovation opportunities within the fashion retail industry to cater to the needs of plus-size customers and challenge traditional beauty standards.
2. Media and Advertising - The campaign demonstrates disruptive innovation opportunities within the media and advertising industry to foster diverse representation and challenge unconscious bias in promotional materials.
3. Body Positive Movement - The #MODELTHAT campaign aligns with the body positive movement and encourages disruptive innovation within various industries to prioritize inclusivity and representation for all body sizes.
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