Scantilly is the latest collection of the Fuller Bust lingerie brand Curvy Kate. The brand is using a diverse range of women to model for this collection. They want to be different to other lingerie brands that only use the stereotype models to promote their lingerie. Curvy Kate knows best, there are a lot of women with different body types. Curvy Kate understands this and that´s why they have launched a campaign named #TheNewSexy. This campaign introduces powerful female role models such as: an alopecia sufferer, a transgender woman, an amputee and recovered anorexic.
There is still a lack of diversity in the modeling industry and also in promotion advertisements. The fashion spot stated that of all models who were involved in the largest spring summer 2016 campaigns 21.8% were of color, 1.4% were above a size 12 and zero transgender models were featured. Curvy Kate hopes to add more diversity in the fashion industry with their Scantilly collection and their models!
Curvy Kate makes a difference! The brand, for example, has never employed a professional model for a shoot in their lingerie for the website. They want to ´celebrate´ their customers and rather find role models, as they did for this campaign, so customers can relate more to them. Social norms have to be changed and redefine how society views the word ´´Sexy´´. The new Boudoir collection is worn by an eclectic mix of role models.
Head of PR and Marketing, Hannah Isichei says “It’s important for us as a brand to speak to as many women as possible through our campaigns. We know our customers don’t all look the same so why should our models? Why should boudoir lingerie just be reserved for a handful of society? We want women to look at our products and see them on a body they can relate to. Scantilly lingerie is for every woman and every body, so it’s important that our models reflect this attitude.”
The collection has different kinds of lingerie such as: peep-hole briefs, sexy suspenders, half cup balcony bras and sheer basques. The available sizes are DD-HH cups and S-XL. For more information about their collection visit their website.
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