The Newest 'Addition Elle' Campaign Stars Famed Plus-Size Models
Mishal Omar — September 14, 2016 — Marketing
References: youtube & marketingmag
While most of the fashion industry changes its body standards at an extremely slow place, retailer 'Addition Elle' rejects this notion with a star-studded cast of plus-size models who are featured in its newest campaign.
The clothing store only targets women who are larger in size than those that most fashion houses cater to and is doing so in a powerful way. Its newest campaign features various popular plus-size models who imply the use of profanity to empower women who are often underrepresented in the beauty industry. Each of these commercials is centered around one woman, with models like Ashley Graham, Philomena Kwao, Nadia Aboulhosn, Jordyn Woods, Barbie and Tara Lynn all being featured while making powerful statements. The campaign works to encourage individuals and the beauty industry to join the "fashion democracy" in which the majority is represented rather than a select few.
This campaign aims to encourage the fashion industry to become inclusive of all sizes and to empower plus-size individuals, as they represent more of the population than what is currently represented in this industry.
The clothing store only targets women who are larger in size than those that most fashion houses cater to and is doing so in a powerful way. Its newest campaign features various popular plus-size models who imply the use of profanity to empower women who are often underrepresented in the beauty industry. Each of these commercials is centered around one woman, with models like Ashley Graham, Philomena Kwao, Nadia Aboulhosn, Jordyn Woods, Barbie and Tara Lynn all being featured while making powerful statements. The campaign works to encourage individuals and the beauty industry to join the "fashion democracy" in which the majority is represented rather than a select few.
This campaign aims to encourage the fashion industry to become inclusive of all sizes and to empower plus-size individuals, as they represent more of the population than what is currently represented in this industry.
Trend Themes
1. Body Positivity Marketing - Opportunity for brands to cater to body positive consumer groups by featuring more diverse body types in their marketing campaigns.
2. Plus-size Representation - Opportunity for more brands, especially in the fashion industry, to create campaigns featuring plus-sized models to represent a larger portion of the population.
3. Empowering Messaging - Opportunity for brands to empower their customers by using messaging that breaks down body standards and helps people feel confident in their own skin.
Industry Implications
1. Fashion - There is potential for the fashion industry to embrace plus-size representation in campaigns and create clothing lines for a wider range of body types.
2. Beauty - Opportunity for the beauty industry to develop products and campaigns that promote self-love and break down societal beauty standards.
3. Marketing - Brands can look towards more inclusive marketing strategies that promote body positivity and diversity to appeal to a wider range of consumers.
4.4
Score
Popularity
Activity
Freshness
