Lingerie brand Figleaves has teamed up with modelling agency MiLK management for a new body positivity campaign celebrating diversity.
The stunning campaign, titled #beautyhasnobounds, features 12 models of different shapes, sizes, ages, race and abilities – all body positive advocates who demonstrate that ‘traditional’ beauty standards or the idea of ‘ideal’ beauty is a myth that belongs in the past.
The shoot champions women of all forms, with models Felicity Hayward and Sonny Turner carrying the torch for diversity in shape and size, while 59-year-old Nicky Griffin beautifully represents mature beauty. Disabled model Kelly Knox also features in the campaign wearing a gorgeous red lingerie set, while models Yerim Ko (of Korean, Japanese and Chinese ethnicity) and Dutch model Jill Kortleve, of Indian, Indonesian and Surinamese descent, wave the flag for women of mixed heritage.
Commenting on the brands’ inspiring campaign, Jenni Burt, Figleaves Head of Buying and Brand, said: ‘The shoot very much reflects our core belief at Figleaves that all body types are beautiful. We are also striving to provide diversity and honesty in our photography – only the product is retouched on our site – so that Figleaves provides an environment where all women feel valued and represented.’
She added: ‘It is a journey, and having agencies like MiLK as a fellow traveller really helps us along the way. Hopefully it will also have a wide positive impact on the industry as a whole.’
Similarly, Anna Shillinglaw, Managing Director at MiLK reinforced the point that the campaign was created to represent raw, natural beauty. ‘With simple, classic imagery that was paired back, feminine and real, Figleaves was the perfect lingerie brand to partner with to create this vision and dressed each model to let their own natural beauty and character shine through,’ she said.
Fans of the brand have applauded the campaign’s message, with one writing on Instagram: ‘This is why I love and support #figleaves they make me feel like a woman and not an outcast,’ and another agreeing: ‘I love you guys. Seriously have loved your products for years anyway, but this has just made me so happy! #beautyhasnobounds‘.
The collection is made up of 90 pieces, selling bra sizes from 32A to 44DD and includes lingerie, bottoms and loungewear in sizes XS to 3XL.