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  • This Awesome Valentine's Day Campaign for Target Australia Is Inclusive and Sexy
  • Vanity Fair's Inclusive Cover Still Lacks Size Diversity
  • Dear Beth Ditto, Please Make Couture Lingerie for Women With Your Body Type
Jet’s Lingerie Campaign Didn’t Just Go for Body Diversity, They Cast Women With Accomplishments
by Amanda Thomas | February 9, 2016 at 4:57 PM
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South African retailer, Jet, may have Valentine’s Day most tolerable lingerie campaign this year.

Instead of selling, ‘this is hot and your man will love it,’ Jet is serving treat yo’ self realness. Because it’s pretty backwards that a holiday all about love, makes people feel the opposite. The Jet love yourself campaign, is celebrating self-love, and it looks good.  Similar to the Target Australia lingerie ad, the campaign features an array of women in their undies, feeling fierce and taking no prisoners.

But in a true gesture of inclusivity and body positivity, Jet didn’t hire models. Instead, they opted for successful, professional South African women. The campaign includes singer-songwriter Leanne Dlamini, publicist Melanie Ramjee, artist Yoliswa Mqoco, writer Meg de Jong, feminist Nova Masango, architect Esther Narindwa Shaidi. Everyone in the campaign video shares why they–go figure–love themselves and their bodies. 

#jetloveyourself campaign coming soon ???? X

A photo posted by Yoliswa Mqoco (@yoliswa_xo) on Feb 8, 2016 at 5:11am PST

#SNEAKPEAK for a campaign I did with South Africa’s BIGGEST clothing retail store @jet_fashion along side some gorgeous familiar faces, all about loving yourself no matter your size! Just in time for Valentine’s Day this coming week ! ❤️ Official launch this Monday! Be on the look out ! So Excited ???? #jetfeelgoodfashion #jetloveyourself
A photo posted by Yoliswa Mqoco (@yoliswa_xo) on Feb 5, 2016 at 12:36am PST

This campaign, like the gorgeous Dove commercials, goes beyond the boundaries of body positivity by showcasing women that aren’t models but mothers, sisters, daughters, and women we all can relate to.

More than anything. #JetLoveYourself

A photo posted by lily bars (@novaherself) on Feb 9, 2016 at 1:20am PST

From Jet themselves: “This Valentines day, we want to encourage women to not only love those around them but to love and celebrate themselves.”

Check out the campaign video here:

Tags: Body Diversity, Body Image, Body Positivity
About the Author

Amanda Thomas

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