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Известные и толерантные – бренды, которые поддерживают идеи бодипозитива

«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.

источник: Яндекс.Картинки

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.

источник: Янекс.Картинки

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.

Палома Эльсессер. Источник: Яндекс.Картинки

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.

Источник: Яндекс.Картинки

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.

Источник: Instagram

А КАК ОТНОСЯТСЯ ПОТРЕБИТЕЛИ К БОДИПОЗИТИВНОЙ РЕКЛАМЕ?

Я провела опрос среди молодежи (17 – 20 лет). В опросе приняли участие 15 человек.

На вопрос: «Знаете ли вы, что такое бодипозитив?»  — 100%  опрошенных ответили положительно.

На вопрос: «Поддерживаете ли вы идеи бодипозитива?» —  60% опрошенных дали положительный ответ

А 40% опрошенных ответили, что не интересуются этой темой

На вопрос: «Как вы относитесь к бодипозитивной рекламе известных брендов?» — 44%  опрошенных заявили, что поддерживают подобную рекламу.

50% опрошенных относятся нейтрально к бодипозитивной рекламой.

И лишь 6% опрошенных заявили о том, что негативно относятся к бодипозитивной рекламе.

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

Источник: Яндекс.Картинки

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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