The world is full of stereotypes. We see perfectly beautiful women and men on the covers of every fashion magazine. However, real life is far from perfect, and market researchers have finally noticed that natural beauty arouses many more emotions than the glossy ideals.
We at Loopfy bring you brand-new fashion ads where the spotlight is on ordinary women. They may be not perfect, but they are gorgeous!
This company decided to invite its own employees to the shoot for the new swimsuit advertisement instead of professional models.
By the way, Susan Gregg Koger, co-founder of ModCloth, took part in this unusual project herself. The photos look like pictures taken during an ordinary vacation. Women who participated in the photo shoot knew they would be seen without retouches. They wanted to show people that being what you really are and loving your body is perfectly okay.
An interesting project by lingerie company Lonely, New Zealand, has gained lots of positive reviews.
At first, the ads featured popular actresses of Some Girls TV show, but now the newsfeed of the company page is full of different women from all corners of the world — they’re slim, chubby, tattooed, with stretch marks, they pose at home and in the open… The single goal of the project is simple: make everyone believe that lingerie suits any woman.
This idea was created by Catalina Girald and Gina Rodriguez, the founders of the brand: women of different skin colors shot for their Nude for All photo project.
Ordinary women of various skin shades and shapes presented lingerie of seven colors in this bright marketing campaign. In addition, Naja often posts pictures of its customers on its webpage, and they’re perfectly charming.
This company is currently facing hard times, but their marketing campaign of 2014 was really memorable.
62-year-old Jacky O’Shaughnessy became the face of the brand at the time — the company’s agent spotted her at a café. The slogan for the campaign was “Sexy has no expiration date.”
A British plus-sized lingerie brand launched a project entitled TheNewSexy, featuring many different women.
"We're redefining the idea of sexy. It's not just one look, one size, one piece of clothing – it's any person wearing anything, any size, any age, they deserve to feel sexy and can feel sexy. The problem is that everyone needs to be represented. You're more likely to shop with a brand who uses someone who looks a little like you, it makes you feel included and like you're worthy. So yeah diversity helps everyone – it's a no brainer." – @fullerfigurefullerbust #TheNewSexy
We loved shooting our second #TheNewSexy campaign yesterday for the @dearscantilly range. 8 beautiful women all showing us that sexy comes in a diverse range of shapes, sizes, looks and ages. @bambigems rocking the new Showtime piece in this shot ❤️ #diversityrules #noonewaytobesexy #loveyourbody #everybodyisbeatiful
Among the models were Gemma Flanagan in a wheelchair, Carla Atherton who underwent a preventive mastectomy, and 65-year-old Janet Rook. “We are sure that all women are divine. Curvy Kate lingerie is designed for clients of different shapes, views, ages, and abilities, and so are our models.”
American lingerie brand Aerie was one of the first to discard retouched advertising photos.
The accent on natural beauty made them a strong rival even for such giants as Victoria’s Secret. Jennifer Foyle, the company’s CEO, says there’s no need to retouch that which is beautiful as it is: “Let women of different shapes decide what’s good for them and them alone!”