Fashion Brand Focuses on Real Beauty Summer Campaign

A reputable fashion brand is starting a summer campaign to promote the imperfect body shape to help combat the damaging issue of body-perfect images in fashion.

Beauty Bay has kickstarted their ‘No Shame Summer’ by focusing on “real bodies, real beauty.”

It comes on the heels of the ‘This Girl Can’ movement which is a National Lottery promotion to encourage women of any shape and size to get more active.

The general trend has been designed to counter decades of image-perfect presentations in fashion and on social media which portray unrealistic visions of what the female form is.

That in itself has piled on the pressure on women to match those images, despite the fact many of the images posted are either staged and/or digitally manipulated.

Times could be changing in this respect, as Norway became one of the first countries to impose a law which means social media influencers can’t post modified photos without declaring what they’ve done.

These regulations will apply to paid posts – those involving some form of advertisement of a product – in an effort to curb the pressure on people to seek perfection in their body shape.

A survey by This Girl Can found 63% of respondents felt negatively after seeing slim-toned bodies on social media.