ModCloth is more than just a company that makes frankly drool-worthy clothes. They’re also a brand committed to representing all women .Check out the new ModCloth swimwear ad campaign, featuring women of all shapes and size
Last summer, ModCloth signed an anti-Photoshop pledge. According to Brit + Co’s Kate Puhala, “ModCloth became the first fashion company to agree to “do our best to not change to shape, size, proportion, color and/or remove/enhance the physical features of the people in our ads in post-production.” Only non-material changes like removing fly-away hairs or brightening the color of a backdrop are acceptable — there’s no nipping, tucking, toning or smoothing of the female form allowed.”
This summer, ModCloth is yet again showing that it wants to represent women of all sizes with its new line of swimwear. Rather than hiring all size zero models, the ModCloth swimwear campaign use its company employees as models. Employees in all shapes and sizes. Check out the awesome ad from their website:
ModCloth customer service advocate Ingrid Taller told Refinery29, “As a larger-size-fat, I have seldom shopped somewhere, especially online, and felt that I had an idea of what an item would look like on me. [It] is a no-holds-barred example of what more of our media needs.”
It is definitely time for the fashion industry to start representing women of all shapes and sizes. Fifty percent of American women wear a size 14 or larger. These women who are ready to see models who look more like them. A survey in PLUS Model Magazine surveyed 1722 women and found that 91.3 percent of respondents wanted to see models size 12 and up.
Meanwhile, the industry definition of plus-size seems to be ever-shrinking. Anthony Higgins – Director at MSA Models tells NY Castings that, “A plus sized model, in the past, was a size 10-12 – up to a size 18 for fashion. Now, they are calling a size 8 plus sized.”
The ModCloth swimwear campaign is a great first step in the fashion industry toward representing all women. From size zero to 14 to 40.