“We’re obsessed with creating designs that fit perfectly, so you can rest assured that only the best pieces will make it into your wardrobe. We’re by your side through it all; for every day, night and special occasion. We celebrate women. It’s our belief that every woman deserves to feel confident, beautiful and empowered—from the inside out. For us, there’s nothing more important.”
This is how lingerie and swimwear brand Figleaves puts their mission into words. Creating masterpieces for twenty years now, the online retailer has always been known for their dedication to making women feel beautiful no matter their size and shape with their impressive array of underwear, sleepwear, and swimwear collection.
This year, the UK-based company has once again proven that they are totally down with the whole body positivity and diversity movement through their newest campaign.
Figleaves Celebrates Body Diversity with New Campaign
Joining forces with also UK-based agency MiLK Models, Figleaves recently launched a campaign with the main goal of promoting body diversity. Titled #beautyhasnobounds, it features twelve gorgeous women who want to send the same message to the world: beauty does not stop at a certain size, shape, age, or ethnicity.
Two of the famous names included in the roster are Sonny Turner and Felicity Hayward. Turner is a plus-size blogger turned model whose rant over high-street bikini sizing, which she claims does not cater to large women, went viral last year. Hayward is a British model who is known for being the founder of the digital movement that promotes self-love called Self Love Brings Beauty. Hayward has also modeled for L’Oreal, Misguided, and Vogue.
Joining Turner and Hayward is Nicola Griffin, the 58-year-old who made worldwide news for being the oldest model to grace Sports Illustrated swimwear issue. Also in on the campaign is Kelly Knox, the 34-year-old model born without a left arm but never let it stop her from pursuing her dreams. The #beautyhasnobounds campaign also features Dutch model Jill Kortleve who is of Indian, Indonesian, and Surinamese descent, Zimbabwean Nyasha Matonhoze, and Yerim Ko, who is of Korean, Japanese, and Chinese ethnicity.
Speaking about the campaign, MiLK Modeling Agency’s managing director, Anna Shillinglaw, said, “The concept behind this shoot was diversity. 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.
“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.”
Figleaves’ choice to launch a campaign that challenges the long-standing standard of beauty that leaves out a demographic that deserves to represented is not only brave but also serves as a call for other brands to do the same thing.
And it is exactly the kind of mark Figleaves is hoping to leave.
Figleaves head of buying and brand Jenni Burt said, “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.”