«Просто быть самим собой — значит быть красивым»
Ошо
В 21 веке фигура 90-60-90 — не идеал, больше нет идеалов.
ЧТО ТАКОЕ БОДИПОЗИТИВ И НЕМНОГО О ЕГО ИСТОРИИ
Бодипозитив — общественное движение, выступающее за право комфортно ощущать себя в своём теле при любом внешнем виде, свободно самовыражаться, а также принимать тела других людей. (Википедия)
Значимые годы в развитии бодипозитива:
Бодипозитив появился еще в далеком 19 веке. На 1850 – 1890-ые годы пришлась викторианская реформа одежды. Реформа добилась того, что женщины стали носить удобную и упрощенную одежду, а также стал возможен отказ от ношения традиционных корсетов.
В 1967 году началось движение за принятие полноты.
А с 1996 года возникли такие движения как «Body Positive Movement» и «The Body Positive».
В 2013 году модель Тесс Холлидей основала бодипозитивное онлайн-движение «Eff Your Beauty Standards».
Бодипозитив – это о равенстве всех людей вне зависимости от их внешности.
БОДИПОЗИТИВНАЯ РЕКЛАМА
Adidas
В 2017 году спортивная марка Adidas выпустила кампанию, посвященную серии кроссовок Superstar. Героиней фотосессии стала шведская модель Арвида Бюстрем. На рекламном фото девушка запечатлена с небритыми ногами. После выхода кампании Арвида получила много оскорбительных сообщений.
Спортивный бренд Adidas Russia показали фотографии с бодипозитивной моделью Кариной Частиковой в рамках проекта «Это наше движение», к которому также присоединились многие медийные личности: Манижа, Сюзанна, Мария Командная, Жемал Курбанова и другие. В новой рекламной кампании Adidas Russia показывает, что все женщины могут заниматься спортом независимо от типа фигуры.
Общество не поддержало деятельность бренда спортивной одежды. На Adidas обрушилась волна хейта.
Nike
Nike опубликовал рекламную кампанию, в которой снялись женщины с разными размерами груди. Бренд представил линию спортивных бюстгальтеров, созданных с учётом особенностей разных типов фигуры. В съёмке приняла участие модель Палома Эльсессер.
Также производитель спортивной одежды Nike продемонстрировал новые манекены размера плюс-сайз. Бренд стремится к тому, чтобы крупные люди чувствовали себя во время шопинга более комфортно, каждый имеет право быть активным, вне зависимости от веса.
Victoria’s Secret
Самое громкое событие в мире моды — «Victoria’s Secret отказалась от моделей с параметрами 90 – 60 — 90»
На место «ангелов» пришли 7 женщин, известных своими достижениями, а не внешностью. Среди них:
- Футболистка Меган Рапино;
- Китайско-американская лыжница Эйлин Гу ;
- Плюс-сайз-модель и активистка Палома Эльсессер;
- Трансгендерная модель Валентина Сампайо;
- Журналистка и феминистка Аманда де Кадене;
- Супермодель южносуданского происхождения и бывшая беженка Адут Акеч;
- Индийская актриса, модель и певица Приянка Чопра
Девушки будут консультировать бренд, сниматься в кампаниях и рассказывать об этом в соцсетях.
А КАК ОТНОСЯТСЯ ПОТРЕБИТЕЛИ К БОДИПОЗИТИВНОЙ РЕКЛАМЕ?
Я провела опрос среди молодежи (17 – 20 лет). В опросе приняли участие 15 человек.
Подростки знают о бодипозитиве, но пока не все интересуются это темой. Чем больше известных брендов откажутся от стандартов красоты, тем выше будет шанс изменение общественного мышления.
НУЖНА ЛИ ТАКАЯ РЕКЛАМА?
Бодипозитив – это история о борьбе с идеалами. Каждый человек красив, несмотря на его вес, цвет кожи и глаз, состояние волос и параметры фигуры.
В современном мире бодипозитив нужен, это признают как подростки, так и взрослые люди.
«Я не похожа на остальных девушек, и смириться с этим не так уж и просто. Но быть другой по-своему хорошо» — Серена Уильямс
Бренды, которые поддерживают идеи бодипозитива, помогают людям побороть свои комплексы, стать увереннее. А общество, когда принимает бодипозитивную рекламу, делает шаг вперед к искоренению травли людей, непохожих на других.
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