I often find myself aimlessly scrolling through online shops, searching for quality clothing to fill a wardrobe gap, and that will make me feel like a million bucks when wearing them. What could be a fun and empowering experience often ends in frustration. I may see a top I like on the model, but then scan through the photos, noting all our body dissimilarities. I begin to tell myself stories: "her arms are much thinner than mine" "I'm too short to pull that off" "if it looks good on her, it won't on me."
There is a powerful culture of comparison prevalent in the media, and specifically in online shopping. We are told a story through homogeneous marketing that there is one standard of beauty. If we don't fit the models' measurements or the standard size range, there is something wrong with us. I'm tired of it. You are tired of it. Let's do something about it.
One of our brand goals for 2018 was to shoot a diversity campaign for Free Label. That way, when you shop for ethically made clothing online, you can see women that actually look like you modeling the clothing. We met with six beautiful women of different ages, ethnicity, body types, and personal styles. Six different women, who don't fit into the age-old standard of beauty, and yet each and every one looks absolutely radiant.
Meet our Everywomen: Doris, Julia, Mary, Yusra, Amanda, and Esther.
The Everywoman Campaign was a big undertaking for our small brand, but well worth it. For more Everywoman Campaign images, follow us on Instagram: @free.label
Do you want to see more campaigns like this?