It’s true that when SOMEONE, ANYONE throws us a curve ball and actually includes more body types, it comes with self-congratulatory message about how they wholeheartedly believe in celebrating all women.
That well-done Be Body Aware comes with a hashtag, the Jet #LoveYourself lingerie campaign comes with a pre-packaged patronizing reminder to do that, and Smart Glamour wanted to get more people involved so they slid into the internet with the “I’m Flattered” hashtag. A Dove commercial can feel about as rock and roll a move as Barney telling the kids to have a positive outlook on how they look in those Osh Kosh B’Gosh jumpers. Thanks feel good companies, but if we needed your permission to feel hot, maybe everyone wouldn’t already stunting on Instagram.
No matter how much “love” the curvy woman is “finally” getting these days, inclusive ANYTHING in fashion is still the exception. Seamless customers of ALL sizes from slim to curvier deserve to get their shine on. But the tyranny of the sample size clothing is still inescapable — so whether or not these purveyors of confidence are a tad insulting or totally empowering — these inclusive pictures are what women want to see. We’re finally getting somewhere with these campaigns. If they’re riding in on a triumphant YOU’RE WELCOME float, we’ll take it.
With all the images flooding into our faces, if they didn’t remind us of the “why” behind the obvious choice to be inclusive, then we might miss them. And then all women wouldn’t be invited to get a piece of the Instagrammable action with the all of the body positive hashtag. Having said all this, this brand’s “you are imperfect” message on top of a slim-looking midriff is not the way to go.
SmartGlamour’s #I’mFlattered campaign.
Yes, confidence brought to you by BUY THIS is lame. News flash: all of these editorial magazines and brands are selling SOMETHING, even the most well-known magazines monetize the clothes they feature. So of course, we can assume that ALL the designers and brands and rags aren’t doing this because they genuinely [sob] care about giving everyone a confidence boost and pants that fit. So why not highlight the fact that yeah, this thing right here (in the words of Sisqo,) is supposed to be about doing more women justice.
We need to see women of all sizes in beautifully crafted clothing, not banded together in the same bodysuit screaming that they’re “no angel.” One fateful day, we’ll have luxury fashion images of women dripping with sex appeal — their size will besides besides the point, the “message” will simply look how strong they look, and this is a top you need. Call us when that becomes the cool new groove thang. But until then, go ahead and congratulate yourself for doing what everyone should do. Taking the majority of the population for a spin makes business sense, but sure, make a big splash with a self-congratulatory message so that it gets picked up and we actually see it.
If these awareness spreaders didn’t have a breathless accompanying line telling us something isn’t retouched, then we might not know about it.
