In 2017 the very popular online retailer Missguided launched it’s ‘Make Your Mark’ campaign. The campaign includes eight models and positive body activists, chosen to represent the campaign. The full cast consisted; Felicity Haywood, Emily Bador, Netsai Tinar Resse Dandajena, Jade Laurice, Nylo, Sam Roswell, Ally and Nelly London. The aim of the campaign is to empower women and champion unairbrushed models with imperfections. The campaign is an online one starting from their own website and blog, they encourage people to use the hashtag #Makeyourmark, on all their social media platforms, they even offer prizes for people who use their hashtags. I love the imagery for this campaign compared to the other campaigns I’ve seen on body confidence like Dove and Lane Bryant the imagery of this campaign is bright and fun not black and white or suttle. The models are clearly having fun dancing around, and the clothing is mostly underwear so you can really see the models bodies.
As well as strong imagery they also the models themself’s in their advertising, on the website you can ‘Meet the models’ and get links to all their social media accounts as well as a link to a Youtube video where you can see the models talking about themselves and why they are getting involved with the campaign. I really like this idea as people can then form connections with the people who are wearing the clothing rather than not know anything about them.
I really like this campaign, it’s fun and bright and modern, they haven’t used soft lighting or shot in black and white which is known to be the most flattering way to be shot, it’s got harsh lighting that frankly not even a supermodel would look good under. This is a really modern way of shooting and campaigning for acceptance in the fashion industry by being loud and proud of your bodies and showing that your happy the way you are!