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When it comes to the summer months, one thing that seems to be an ongoing pressure is to be “summer body ready”.
We understand some people want to get into their best shape to feel confident around the pool, but this doesn’t have to be the case. Do we put too much pressure on ourselves?
One clothing brand that is championing this with a brand new and we must say, incredible, campaign is Yours Clothing.
The fashion brand has recently launched their new “Each Body Ready” campaign to combat the pressures the warmer months have on some of us after a staggering 87% of women compare their bodies to images in the media according to King University Online.
For this new and empowering work, the brand has taken the iconic yellow Protein World campaign which previously faced scrutiny and given it an inclusive upgrade.
In the images we see a range of women posing up a storm in unretouched images which highlight their natural scars, stretch marks and cellulite to champion that everyone should be comfortable in their skin when sporting their best swimwear.
Whilst the campaign is targeted towards women, we are also very aware of the pressures that males also experience.
A spokesperson from Yours Clothing said: “Inclusivity is so important in this industry and as a plus-size retailer, we want to lead the importance of this change.
“Our campaign found that 57% of adults have never seen themselves represented in the media. This is why we’re committed to representing all body types, so the everyday consumer can feel empowered.
“It’s important to shed light on the fact that every body is beautiful and that no one needs to conform to ‘typical’ beauty standards.
“The more ‘real’ images being posted are in hopes for people to feel more included paving the way for the women now and for the younger generations to come.”
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As we enter the height of what should be our summer (ignoring the ever changing weather), it seems that women are becoming more body confident.
On Instagram #loveyourbody has been hashtagged 5.7 million times, while on TikTok videos on #bodypositivity have been viewed an incredible 13.1 billion times as we take steps in the right direction towards body confidence.
Yours Clothing is all about celebrating bodies for how they already are and standing for no matter what yours may look like, you’re always beach ready.
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