Month: August 2020

Playful Promises has no massive marketing teams devising schemes for click-bait. Instead, a small team, based in London, keeps the whole thing running.

This brand has done so much work over the past few years in expanding their size range, tackling a lot of stereotypes about the lingerie industry, and collaborating with some amazing people.

Impressive Size Range

Playful Promises have been continuously endeavoring to expand their size range, they make over 85 bra sizes in total.

The care and attention Playful Promises pays to ensure each design works well for a number of body-types is very evident on their website. Many items have subtle yet key differences in construction across the size ranges.

One of my favourite things about Playful Promises sizing is the imagery they use to accompany their designs. While many brands offer plus-size options, they often neglect to photograph the pieces on actual plus-size models. Playful Promises, on the other hand, include core-size, fuller bust, and plus-size models wearing all of their designs on their website.

Body-Positivity

Alongside this, it’s made even better by the array of body types and body markings they re-post on their shopping website and social media accounts, showing their customers that these designs are indeed made for them – not just those blessed with model-esque figures.

Inclusivity Across the Board

There is not just sizeism in the fashion industry but a lot of racism, ageism, and other exclusion.

As the first lingerie brand to cast trans models, Playful Promises think gender fluidity and true representation is vital in their lingerie ads, they are continually working with a broad range of models.

“the courage to be disruptive, to challenge societal norms, to uplift communities that don’t have much support.”

Social Media

Playful Promises is really careful to not just make sure that images are includes but that social media space is as inclusive as possible too; Showing a wide range of people and that we offer them some protection and defense against internet trolls like Facebook groups only have Women and Femme identifying members.

I chose to research Calvin Klein is because it is a typical western commercial underwear brand that is aimed at different gender, including female, male and LGBTQ communities.

Its design is simple and even sexless, but it is a symbol of sex appeal.

The recent controversial Calvin Klein Pride campaign brought to my attention the brand’s positive impact on body freedom across genders.

#I SPEAK MY TRUTH

Calvin Klein’s pride campaign 2019 fronted by trans model Indya Moore (American actor and model) which is an important step for positive trans representation.

As someone who doesn’t identify as exclusively male or female, pronouns are important.

Of course, campaigns like this one won’t necessarily end violence towards trans people. However, it can help shift public perceptions and make young trans people struggling with their identity feel less alone.

• 

#PROUD IN MY CALVINS

 #PROUDINMYCALVINS was the brand’s 2020 initiative to showcase “self-expression and the full spectrum of LGBTQ+ identities.”

For the campaign, the photographer Ryan McGinley shot nine different models, actors, artists, and activists from the LGBTQ+ community. 

In particular, Calvin Klein didn’t separate the campaign from the business. The collection can be purchased on the official website.

On the one hand, stakeholders can acquire a sense of belonging by buying the product; on the other hand, the brand creates commercial value and achieves a win-win situation.

Social Media