A social campaign #ImNoAngel, created by Lane Bryant underwear brand is the most recent example of the phenomenon booming in New York. The purpose of the campaign is to show that all women, regardless of what size of clothes they wear, are attractive and sexy. For this purpose, brand advertising has invited well-known plus-size models. It is they, not the slender beauties are now looking at New Yorkers from billboards and buses.
It is believed that this campaign has challenged the famous lingerie brand Victoria Secret to its last year's slogan The Perfect Body, which has always attracted equally tall and slender models, the so-called angels for advertising campaigns. This slogan was considered to prejudicial by many people with regard to the rights of people with a body far from the standard. A serious scandal erupted, and Victoria Secret were forced to change the advertising slogan for a more neutral.
The trend was supported by a well-known American magazine Sports Illustrated, which has more than 3 million subscribers. This year it is the first time since 1954 it began to publish curvaceous models in swimsuits. Thus, the 27-year-old Ashley Graham, the model with the 52-gauge forms, appeared in an advertising directory swimwear SwimsuitsForAll, placed in the publication.
‘The types of shapes and tastes change over time, and curvy shapes are in vogue again’ the President of SwimsuitsForAll Moshe Lanyado says. The creators of the brand are advertising to urge everyone to join the online campaign #CurvesinBikinis and share your photos in a swimsuit on the social networks with the corresponding hashtag.
The world of fashion-industry loves the large and unusual girls not only because they are tired of perfect beauties: according to experts, unusual models are incredibly popular in social networks. Even a cursory glance at the pages of non-standard models in the eye catches a huge amount of positive comments - from lush forms lovers to women who are no longer ashamed of their bodies.
Non-standard models have a lot of support in social media, as for many women a role model, according to a famous photographer Victoria Janashvili. Their followers see that unusual beauties happy, liviing a full life. Janashvili compares such interest with the removal of taboos.