Figleaves launches body positive campaign

By

Sandra Halliday

Published
Jul 9, 2018

N Brown-owned lingerie and swim retailer Figleaves has launched a body positive marketing campaign with the hashtag #beautyhasnobounds featuring 12 body positive ambassadors.

The company has worked with Milk Management to create the imagery that features older model Nicky Griffin (aged 59), as well as plus-size star Felicity Hayward. She has linked up with a number of major UK fashion brands in recent periods, including Quiz Clothing and N Brown’s own plus-size offer Simply Be.

Also featured in the new campaign is disabled model Kelly Knox, who was born without a left forearm and doesn’t wear a prosthesis, as well as Dutch curve model Jill Kortleve. Her Indian, Indonesian and Surinamese heritage highlights ethnic diversity, as does the inclusion of Zimbabwean model, Nyasha Matonhodze and Yerim Ko, who has Korean, Japanese and Chinese ancestry.

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Ex-model Anna Shillinglaw, who is MD of Milk, said she wanted “something really strong and striking to express different faces of beauty across all areas including age, body shape, ethnicity and disability.”

And she said the campaign reflects shifts in the industry "towards being more open minded and inclusive when considering and defining beauty.”

Figleaves’ head of buying Jenni Burt added that she hopes the campaign “will have a wider positive impact on the industry as a whole.”