The new Curvy Kate push introduces eight female role models—including an Alopecia sufferer, amputee, a transgender woman, and recovered anorexic.
London-based lingerie brand, Curvy Kate, has launched an inclusive campaign starring a diverse range of women to debut its latest collection, Scantilly. Themed #theNewSexy, the push introduces eight powerful female role models—including an Alopecia sufferer, amputee, a transgender woman, and recovered anorexic.
Challenging social norms, the movement represents women of all shapes, sizes, and backgrounds so as to redefine how society views the word ‘sexy’. Since inception, the company has never employed a professional model. To unveil the new boudoir collection, its customers instead, are the ones being celebrated via social media.
According to the brand, the modelling industry in recent years has been under scrutiny due to the lack of diversity promoted in advertisements. A report by The Fashion Spot stated that out of 422 models involved in the largest Spring Summer 2016 campaigns, only 21.8 percent were of colour.
Based on further research, the study also indicated that 1.4 percent were above a size 12—while zero transgender models were used. To alter said phenomenon, Curvy Kate is hoping that Scantilly’s continued use of customer role models will hail a new era for diversity in the fashion world.
The portfolio’s third collection will be available from the month of July onwards. The range, which includes peep-hole briefs, sexy suspenders, half-cup balcony bras, and sheer basques, is available in sizes DD-HH cups and from S to XL via the brand’s official retail website, Debenhams, and Figleaves.
“Our customers don’t all look the same so why should our models? Why should boudoir lingerie just be reserved for a handful? We want women to look at our products and see them on a body they can relate to. Scantilly lingerie is for every woman and body, so it’s important that our models reflect this attitude,” said Hannah Isichei, Head of PR and Marketing at Curvy Kate.
The new Scantilly model line-up includes Joanne Larby, Grace Victory, Georgina Horne, Therese Hansson, Taylor Crisp, Stephania Van Cluysen, and Megan Crabbe.