Lingerie brand Figleaves has recruited 12 body positive ambassadors to represent the brand in its new #beautyhasnobounds campaign.
Collaborating with Milk Management, the campaign features 59-year-old Nicky Griffin alongside plus size model Felicity Hayward and disabled model Kelly Knox, who was born without a left forearm.
“The concept behind this shoot was diversity,” explained Milk managing director, Anna Shillinglaw. “I wanted something really strong and striking to express different faces of beauty across all areas including age, body shape, ethnicity and disability.
“These images are representative of general shifts in the industry towards being more open minded and inclusive when considering and defining beauty. I hope they are progressive for today’s generation of women in terms of being able to celebrate what beauty means to them and not having this as confined or restricted as it previously has been.”
Also featuring in the campaign is Dutch model Jill Kortleve, who is of Indian, Indonesian and Surinamese descent, along with Yerim Ko, of Korean, Japanese and Chinese ethnicity, and Zimbabwean model, Natasha Matonhodze.
“For future generations of women, I hope it inspires them to know that beauty has no bounds and it can be found in everyone, making traditional stereotypes of beauty a film thing of the past,” Shillinglaw continued.
Jenni Burt of Figleaves added: “The shoot very much reflects our core belief at Figleaves that all body types are beautiful. Hopefully it will have a wider positive impact on the industry as a whole.”
Earlier this week, a study from media agency UM revealed 68% of those over 65 still believe ads often stereotype people in their age bracket.