The #SwimSexy Campaign Features Three Unconventional Models
Katherine Pendrill — February 10, 2016 — Marketing
References: swimsuitsforall & bustle
The new #SwimSexy campaign by 'swimsuitsforall' is making headlines for using three unconventional models to show off its latest products. While many brands have made an effort to diversify their ads, the majority of companies still rely on conventionally attractive models for major campaigns. However, this body positive spread demonstrates that more diverse bodies have just as much mainstream appeal.
The #SwimSexy campaign by swimsuitsforall -- which appears in this year's Swimsuit Issue of 'Sports Illustrated' -- includes three models who do not fit conventional beauty standards. The first of these women is Nicola Griffin, who is the oldest woman to grace the pages of Sports Illustrated at 56 years old. The other two women are Ashley Graham and British Ghanaian model Philomena Kwao. Both of these women are plus-size models who have been shattering preconceived notions of what body types should grace the pages of mainstream publications.
The new campaign demonstrates a response to the growing demand for more diversity in mainstream media, specifically in regard to the fashion industry.
The #SwimSexy campaign by swimsuitsforall -- which appears in this year's Swimsuit Issue of 'Sports Illustrated' -- includes three models who do not fit conventional beauty standards. The first of these women is Nicola Griffin, who is the oldest woman to grace the pages of Sports Illustrated at 56 years old. The other two women are Ashley Graham and British Ghanaian model Philomena Kwao. Both of these women are plus-size models who have been shattering preconceived notions of what body types should grace the pages of mainstream publications.
The new campaign demonstrates a response to the growing demand for more diversity in mainstream media, specifically in regard to the fashion industry.
Trend Themes
1. Body Positive Advertising - The #SwimSexy campaign by swimsuitsforall challenges conventional beauty standards and promotes body positivity.
2. Age Diversity in Modeling - The inclusion of 56-year-old Nicola Griffin in the #SwimSexy campaign highlights the opportunity for brands to showcase older models in mainstream advertising.
3. Plus-size Representation - By featuring plus-size models Ashley Graham and Philomena Kwao, the #SwimSexy campaign illustrates the need for more representation of diverse body types in the fashion industry.
Industry Implications
1. Fashion - The fashion industry has the opportunity to disrupt conventional beauty standards by embracing body diversity in advertising campaigns.
2. Media and Publishing - Media outlets and publishers can capitalize on the demand for more diverse representation by featuring unconventional models in mainstream publications.
3. Marketing and Advertising - Advertising agencies and marketers can tap into the growing trend of body positivity by creating campaigns that challenge societal norms and promote inclusivity.
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