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Image / Fashion

Beautifully unairbrushed: Boohoo’s modeling from home campaign is finally showing us real women


by Shayna Sappington
23rd Jun 2020
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Boohoo’s at home campaign, #boohoointhehouse, features models and staff in all their gorgeous realness, stretch marks, tummy rolls and all


A global lockdown might be just what the fashion industry needed to promote more healthy body positivity. 

Many models have been forced to work from home, sending photos from their kitchens, bedrooms and sitting rooms flooded with natural light.

This means the tricks of studio lighting have been thrown aside, revealing very real features we all have but never seem to see in magazines, like stretch marks and cellulite.

All natural

Avid Boohoo customer Lisa Evans was shopping online when she came across the store’s recent at home campaign and was happy to see the change in their modeling shots.

In the photos, model Anna Fritzdorf proudly shows off her natural curves in a yellow camisole and matching thong.


“Well done, Boohoo,” Evans said, “for using models with real curves and stretch marks!”

The fashion campaign has been commended by many customers, who have called for more realistic photos like Fritzdorf’s shots.

In response, the fashion line has continually shared realist modelling shots on their Instagram page, promoting body positivity and asking real women to model their clothes on social media.

Women with tummy rolls and stretch marks are continually featured, a welcome change from the flawless-looking influencers that usually flood our feeds.

It is fantastic to see this important change in fashion, one that we hope will influence other companies to jump on board and show off all the beautiful “imperfections” real women wear everyday.

 

Read more: We have found the skirt of the summer – here’s how to wear it

Read more: The #BlackApparelArts challenge invites artists to reimagine fashion iconography

Read more: ‘It’s really frightening’ Alexandra Shulman on what the fashion industry might look like in a post-Covid world

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