Lingerie and swimwear brand Curvy Kate have launched #ApplaudandReward, a campaign filled with the encouragement of sharing positive thoughts and daily kindness to fight the flaws we see within ourselves. This latest campaign includes a powerful video of women confronting their feelings about their bodies, illustrating the message ‘where you see flaws, we see beauty’.
The campaign feeds into a rise in conversations on body positivity in recent years which has been aided by online activists. This has begun to fill a gap left in the fashion industry; yet a survey carried out by Edelman Intelligence for the 2017 Dove Global Girls Beauty and Confidence Report found that only 46% of girls globally had high body esteem. This figure was even lower in the UK at 39%, a worrying statistic Curvy Kate would like to help change.
Curvy Kate’s PR and Content Executive, Aneela Ashraf says: “Curvy Kate is a brand built around encouraging women to love their bodies. The #ApplaudandReward campaign is a way to applaud those women for sharing their positivity with others. Fashion imagery, in particular lingerie, is dominated with idealised and heavily edited imagery. We would like to combat that imagery with a feel-good campaign that is built around sharing positive thoughts to change the narrative of what is perceived as beautiful.”
