APERIO A/W ‘14
[/a’pe.ri.o:/] APERIO Verb: aperiō
To uncover, lay bare, reveal, make clear..
One Girl Revolution.
Sometimes it “
to be
takes balls
a woman �
[DO YOU] LOVE YOUR BODY Victoria’s Secret (VS) launched their ‘Love my body’ campaign in May 2010. The company was criticised for using the typical ‘perfect body’ model as most women don’t see themselves this way. So, are the models sending the wrong message? These models may ‘love their bodies’ but how does that make us feel about ourselves?
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Research by Dove established that it takes approximately 8 seconds for a woman to name something beautiful about herself; 7% couldn’t name anything. It is shocking to read that only 12% of women described themselves as attractive due to social media setting body image standards so high. “Victoria’s Secret is making people envious of the models by telling us to love their bodies and not ours by using the A study by ABC showed that 20 years ago the average word MY in their slogan.” fashion models weighed 8% less than the average woman, whereas today they weigh 23% less.Victoria’s Secret Chief Would you buy their products to feel more sexy and confiMarketing Officer, Edward Razik said “fewer than 100 dent with your body? women in the world have potential to be a VS model”. Two years ago, a statement was unofficially released con- Although these two companies advertise to different clitaining the criteria for a VS model as being aged 18 to 30, entele, the morals on beauty and body image are the same measuring 34’ 24’ 34’ and 5’9 or taller. and we should not be made to feel intimidated by models in adverts. Victoria’s Secret uses models which make their clothing We can see why both companies use different models but visually desirable. Why can’t they celebrate the variety of both adverts could be seen as negative. With Dove supwomen’s body shapes? The Dove campaign sends out the porting curvier women and not skinny models, could this same message as VS but by using models with a curvier be just as offensive by not promoting all body types as body shapes. Dove’s message is to make people realise that beautiful? beauty comes from confidence. They were praised for disagreeing with social media and ‘stick thin’ models by using “I love that Dove has used curvier women but where is real sized models. They pushed the boundaries and made a their cellulite and stomach rolls that some of us have? If stand for what should be right. Why don’t more companies they were trying to promote ‘real’ women and how beautiuse a variety of models? ful they are, surely they would have characteristics like the Dove released a statement saying “Dove Is on a mission to ones we all experience. I think it could be seen as shaming help the next generation of women to develop a positive the fuller sized women, as to me it looks like they have relationship with the way they look.” airbrushed these women. So does it really make them real women?” Anna Maughan, 21, Bishop Auckland. When interviewing people about the Victoria Secret versus Dove campaigns, Madelaine Houghton, 20, from Sheffield Despite the Dove models being described as ‘real women’, said “Dove is trying to prove that everybody has a different the models used by VS are also ‘real women’, only they are body shape and size and that is what makes people criticised for being ‘too skinny’ and having a ‘perfect body’. beautiful.” Could other shaped women be used? In both campaigns, the groups of models used, only have similar sized bodies. Where is the variety we see every day? It makes you question what people think beauty is.
MORE THAN A BODY
“I’m naturally skinny. I eat what i want when i want, but people are quick to judge.”
“The more I like me, the less I want to pretend to be other people.� - Jamie Lee Curtis