back to top

Why Are Fashion Brands Still Not Showing Body Diversity In Campaigns?

Getting rid of airbrushing is a B-. We want to be at an A.

Recently, people have praised H&M for showing more models on their site with stretch marks, body hair, scars, and blemishes. Because honestly, why are we still airbrushing women in 2018?

I love these photos, stretch marks, scars & hair on their arms shows that these women have lived a life as normal people & they still look stunning. https://t.co/RhSH2FZAs6

People are excited that more brands are focusing on reinforcing positive body images so that all of us can look on sites and feel empowered and seen. For so long, a lot of us saw only one type of "beauty" which dismissed just how unique and diverse that word really is.

Thank you @hm for reinforcing more positive body images and saying no to airbrushing! πŸ‘ #positiverolemodels #womensupportingwomen H&M becomes the first leading retailer not to airbrush stretch marks https://t.co/90SdAxetog via @MailOnline

However, can I be real with y'all? I'm happy that H&M is showing more unretouched bodies. But am I the only one still seeing a gap in how "inclusive" these models are? As a whole, these models are still conventionally slim, which does NOTHING for the girls out there like me who have love handles and a booty.

You don't get a prize for putting women's stretch marks in a photo. You should be doing that anyway! They're still all thin and beautiful with perfect skin though, of course. https://t.co/XMO75xTQnV

It's wild to me that this is such a foreign thing to see, ESPECIALLY considering the majority of women in the U.S. are size 16-18. So, where we at?!

BuzzFeed / Kelsey Rose Weber

Many of the models on H&M's site still have nearly perfect skin and minimal stretch marks. It's not doing much for those of us with not perfect skin and a whole lot of marks.

H&M

Body diversity simply allows more people to feel seen and included. I can't even look at anything on the site and gage how it would look on ME (which then leads to asking why I would buy it). How are most people supposed to feel if not excluded?

So impressed with @Asos for not airbrushing the models stretchmarksπŸ‘πŸΌπŸ‘πŸΌ She looks amazing!

This isn't just an H&M thing, either. This time last year, people were praising ASOS for not airbrushing models, and while I absolutely love ASOS, I was left wanting to see more models who didn't fit into the conventional ideals of "beauty." I cheered when they worked with plus-size model Vivian Eyo-Ephraim and showed her in a swimsuit that didn't hide anything. But why does this always feel an afterthought vs. an intentional act? Seeing a curvy girl shouldn't be something to celebrate β€” it should just be a reality.

ASOS

Huge brands are taking the first steps in correcting a flawed way of marketing to consumers, but there's still a long way to go.

H&M

Representation isn't only possible, it's also vital for today's consumer. Brands like Aerie and smaller indie companies have started paving the way. The result? Resounding applause and gratitude from loyal and new customers.

#RepresentationMatters! The latest @Aerie campaign has us gushing over the #diversity of the brand and the #strength of these ladies https://t.co/GHYW8WRqXq #Youarebeautiful βœ¨πŸ‘ https://t.co/LxtZh22MEt

A recent Aerie campaign featured un-retouched women with disabilities, chronic illnesses, scars, stretch marks and cancer survivors. The response was overwhelmingly positive and demonstrated a commitment to diversity in their models.

I need to start shopping at @Aerie more. They demonstrated a wonderful commit to diversity in their models and I hope that this is a theme throughout the entire company. Wow. This is beautiful. #AerieReal https://t.co/hUTmUYNVWY

Chromat's summer swimsuit campaign positioned itself as "Anti-Body Police," featuring models of all sizes, skin tones, hair textures, and abilities.

Chromat

Jacob Tobia, a gender non-binary model who's the face of Fluide Beauty, represents the fluidity of gender within the beauty industry.

Morgan T. Stuart for Fluide

There is so much more to be done in the industry, but these powerful examples show us just how impactful representation can be, and I really hope to see more of this in our future. Even in my work, I hope to continue amplifying everyone's voices and showing us all that beauty truly is all of us!

Taylor Miller / BuzzFeed

What do you guys think? Leave your thoughts down in the comments below!

Connect with As/Is