A few weeks ago US brand, Lane Bryant, a company that specialises in sizes 14-28, name checked the Victoria’s Secret ‘angels’ with a new campaign, #ImNoAngel. In some quarters the campaign was hailed as a new positive move towards more realistic figures being represented in the media.
This week, however, blogger, plus model and activist, Jes Baker wrote an open letter to the Lane Bryant CEO expressing her disappointment in the images. Baker felt the campaign was still not truly representative of real women. Baker has released images from her own campaign entitled #EmpowerAllBodies in response to what she perceived to be a lack of diversity in the #ImNoAngel ad.
“You’ve presented the “ideal” plus body: hourglass, perceivably “healthy”, cellulite free, able bodied, cis-gender, and “conventionally” beautiful”, writes Baker.
Baker’s letter is actually a real eye opener. She is the perfect person to write an open letter. She is not dogmatic, condescending or overly extreme in her opinions. She critiques what she believes to be the flaws in the Lane Bryant campaign, but rather than placing herself in a position of opposition she invites the CEO and company decision makers into a dialogue about improving on the their message of diversity.
Baker states:
“While I appreciate your conscious inclusion of varying skin tones (and Elly’s scar), I’m going to ask you to consider including some of the following next time: cellulite; 90% of women have it. Bellies; many plus women don’t have flat torsos. All abilities; we’re all inherently sexy. Transgender women; they’re “all woman” too. Small boobs and wide waists; we’re not all “proportional.” Stretch marks and wrinkles; they’re trophies of a life lived. And this is just the beginning! I’ve taken the liberty of creating some inclusionary images with Jade Beall, reminiscent of yours. These photos highlight all of these things mentioned above… and y’know what? I find them sexy as hell. I believe that constructive criticism is an important part of making progress, but I also believe that when you attach a solution you’ve got a game changer! Hopefully these can be a game changer for you.”
Open letters usually irritate me as does the endless debating of issues that I feel will ultimately never satisfy everyone – I admit this is a lazy attitude. But I urge everyone to read Baker’s letter as it is balanced, full of insights into the damage poor body image perpetuated by the homogeneous media representation of men and women does to our psyche and the best thing? She offers resolution and negotiation rather than condemnation. I am a little bit in love with her right now.
Here are some of the images created with photographer, Jade Beall.
Images via The Militant Baker
