Even though it’s 2016, the beauty ideals of the fashion industry can still seem rather, well, narrow.
However some brands are taking a stand, such as Evans – the plus-size clothing retailer that has just launched a new campaign celebrating body diversity.
Titled #IamMe, the adverts are fronted by a range of style icons and influencers who demonstrate that fashion has no one set size.
Lebanese-American designer and blogger Nadia Aboulhosn is one of the eight women involved, and encouraged women to “wear literally whatever you want”.
Read: Wedding Dress Tips For Plus Size Brides
Read: Melissa McCarthy Launches Plus Size Clothing
Read: Calvin Klein Blasted Over ‘Plus Size’ Model
“Focus on what you love about yourself, rather than what you don’t like. You can make anything look good so long as you feel good about yourself,” she said.
The British brand, which specialises in design for sizes 14-32 and has stores throughout the UAE, has also signed up US model Hayley Hasselhoff (yes, daughter of Baywatch‘s David) and Alessandra Garcia, daughter of Hollywood legend Andy Garcia, for the campaign.
The lineup of body-confident women also includes UK blogger Callie Thorpe, American model Brielle Anyea, former British model turned plus-size agency founder Anna Shillinglaw, US runner and blogger Mirna Valerio, and American singer-songwriter Jessica Clemmons.
Read: Curvy Girls, You’re In Hot Demand
Read: 7 Ted Talks That Could Change Your Life
Read: Why It Rocks To Be A Woman In The UAE
As part of the campaign, all the women have made inspirational videos sharing their top tips for body confidence.
“Women are strongest when they are united together and by shooting this collective we can demonstrate the power and confidence fashion can give to people,” said an Evans spokesperson.
So ladies, as the campaign advises: “Rock that red lip. Wear that dress. Be beautiful, be powerful, don’t apologise.”
– For more about Dubai’s lifestyle, news and fashion scene straight to your newsfeed, follow us on Facebook