▲ Some of Adidas advertisements


Models of various sizes and body conditions are establishing themselves as a new trend in the fashion industry.



With the rapid spread of the 'Body Positivity' movement to love the body as it is without being influenced by uniform standards of beauty, the fashion advertising industry, which mostly consisted of white and 44-size models, is gradually becoming a plus-size model or a disabled person. Models are expanding their domain.



According to foreign media reports such as CNN on the 18th local time, Victoria's Secret, a famous American underwear brand, recently hired Down syndrome model Sofia Hilau.



Victoria's Secret, who was criticized for being "different from reality" for hiring only white and 44-size models, introduced a variety of models, including Down syndrome models, people with crutches, and pregnant women through its new collection 'Love Cloud'.



Adidas also posted a video ad featuring a size 77 model on the 14th.

In this advertisement, Asians and people with disabilities appear one after another, conveying the message, "It's not impossible. We can do it," and emphasizes the appearance of various women.



'SavageXFenti', a lingerie brand launched by celebrity singer Rihanna, also received rave reviews, casting a model with one of her arms amputated.



▲ Miss5thave, who is working as a model for Savage X Fenty


There is a change in consumer perception behind the emergence of these various models.



The desire to nurture one's own beauty independently, rather than putting oneself within the standards of beauty created by society, is reflected in consumption, and companies have also changed their marketing strategies.



Consumers who felt a sense of distance while looking at models with different body types can choose products by looking at models that are close to their body type, and companies can avoid criticism that they present standardized standards of beauty by putting models different from existing models at the fore, and have a greater publicity effect. are enjoying



Brands reflecting this trend are emerging one after another in the domestic fashion industry.



E-Land's SPA brand Spao installed an 'average body type mannequin' in its store in October of last year.

The height of the male mannequin, which was 190cm, was reduced to 172.8cm, and the waist circumference was made larger than that of the existing mannequin.



Spao said, "We will support you through an average-sized mannequin beach so that everyone can love and care for their body as it is."



This is a 'news pick'.



(Photo = Adidas YouTube, 'miss5thave_' Instagram)