Curvy: Vivid body-positive instagram campaigns
margarita virova
Instagram earned ambiguous reputation in matters of attitude to the female body and yet remains the most important social network for those who remind the world of diversity. We recall the seven wildest statements that the girls made with the help of hashtags: from the "mermaid" hips to #curvy, which became famous thanks to the blocking.
Fatkini
One of the most long-playing campaigns - the invented word was remembered and easily entered into the fashionable dictionary of those who were tired of fighting for the sacral attributes of a beach body. The hashtag was given by blogger Gaby Fresh - she urged the girls to abandon closed swimsuits and not limit themselves to choosing colors, and many people followed the advice. As a result, “Fetkini” for full girls has become a real collection of swimsuits, to the creation of which the fashion blogger herself had a hand, and the hashtag is alive and well in instagram and to this day. Unfortunately, this means that our fears of non-compliance with beach standards are still relevant - but the fact that they are increasingly subject to doubt is a good sign.
Curvy
The famous story of how completely innocent the hashtag in 2015 turned out to be blocked: representatives of the social network explained that this word marked too much content with naked bodies. Like it or not (in the end, words with direct reference to sexual content remained in free circulation), but this act greatly angered a lot of girls who used the word to promote body-positive pictures - and generated a backlash. Users of the network posted more and more new pictures, tagging them with #curvee, #curvyfashion and other similar phrases. New pictures with the hashtag #curvy are still unavailable to search on Instagram.
Im no model either
When the Lane Bryant brand, producing underwear, set its sights on a body-positive agenda, the result was mixed. Despite the fact that their campaign #ImNoAngel supported obese women and directly opposed beauty standards imposed by Victoria's Secret angels, among those who supported the hashtag girls loyal to the brand, there were almost no women with really big sizes - and Ashley Graham , Ellie Mayday and other top plus-size models. Blogger Amanda Richards opposed the campaign, forcing women to somehow compare themselves with carriers of gold model standards, and in response started the hashtag #ImNoModelEither, offering to upload photos of real human bodies under it.
My body my bff
British brand Curvy Kate, producing lingerie for women with large breasts (really sensible) launched one of the most peaceful campaigns on Instagram. The girls were offered to share their photos in bathing suits, accompanying them with posts about loving their body: "Treat it so that it becomes your best friend in the world." A good example of an irrelevant and positive event - besides, the reputation of the brand, not afraid of non-standard models and customers, only contributed to the success of the hashtag.
Mermaid thighs
A few years ago, a lot of noise in the network was made by the so-called thigh gap, another standard of beauty that describes the ideal structure of women's hips as those that do not concern each other. This did not produce anything good, except for insane materials with names like "Why the space between women's hips is so attractive for men" (for example, because it suggests that the object being evaluated does not have a testicle - yes, exactly). There were so many discussions that an adequate response to this definitely frightening phenomenon just had to appear. Thousands of girls responded to the #MermaidThighs hashtag: they posted photos that clearly showed that women's thighs often quite touched each other - and there is nothing wrong with that. Photos accompanied by captions in the spirit: "If your hips touch each other - you are one step closer to the mermaid." In general, there was enough in this campaign both an appeal to love yourself and healthy irony.
Hip dips
A relatively recent hashtag, designed to deal with the next invented flaw and successfully revealed the very fact of its existence. The name "hip dips" received dimples on the thighs, which, falling into the whirlpool of Photoshop, inevitably overwrite - and not infrequent owners of not too smooth lines have already become accustomed to perceive this feature as something frankly abnormal. Photographs under this hashtag, meanwhile, lay out both fitness bloggers and body-positive activists: this structure of the hips is not associated with being overweight and is found in completely different women. Reporting this was the ultimate goal of the campaign, which ultimately did not go unnoticed.
Don't Hate the Shake
And, finally, the recent and first loud bodipositive hashtag of the era of instagram video: underneath, fluffy girls post records on which they dance and in every way shake their bodies far from the standards. A successful challenge to a fatfobic society, which demonizes its fullness and calls to hide folds and bends in every possible way: body-positive instagrama users do not even want to declare war on the thin canon, but simply call to enjoy what you have here and now without looking at others.