Adorable five-year-old puts make up on three Swedish fashion models: – She’s not yet affected by a world where everything needs to be perfect

When Norwegian sports and fashion brand Kari Traa was going to launch in Sweden, they met a fashion industry that was affecting both models and young girls in a devastating way. In a survey they found that 9 out of 10 girls in Sweden feel bad about themselves because of the beauty image portrayed by the fashion industry. Kari Traa is a brand for girls, by girls that want to do good for women. They teamed up with three former Swedish models to fight the unhealthy ideals in the sports – and fashion industry, through the project called “The Swedish Model”.

The finished result

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In an Industry known for a twisted view on how girls should look, It’s refreshing to get a new point of view. She’s not yet affected by a world where everything needs to be perfect, says former fashion model Jennifer Larsén

Penny in action

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In The Swedish Model Web-TV series, the former models Emma Elässer, Jennifer Larsén and Ellinor Bjurström share their experiences from the fashion industry in the hope to create change. The goal is to broaden the existing beauty ideal and to engage the industry to implement a set of ethical rules to promote healthier ideals. Thousands of girls have engaged in the campaign so far.

The full episode

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In the second episode of the series, the girls met Penny Schulman (5). Penny is a instagram phenomenon in Sweden, well known for her crazy makeup tutorials. With her unspoilt view of the world she shows the models that having fun is the best beauty tip also for fashion models.