Category: Fashion voor mama en baby
A few years ago, the campaign of Dove was a revolution. No photoshop anymore, but real women with love handles and cellulite. It’s all about ‘real beauty’ according to Dove and they wanted to enhance positive self-image of women. A courageous move that certainly attracted the attention of the media. But also one that was intended to achieve more sales. Research shows that only 2% of surveyed women find themselves beautiful, the rest feels that there are too high expectations of their appearance. So there is still some catching up to do according to marketeers.
Another brand that works with women with real curves is the American lingerie brand Dear Kate. For one of the campaigns women in their underwear were photographed behind the laptop or other piece of technology. The responses were mixed: critics found the pictures sexist and it would not benefit the image of women working in technology. A woman in lingerie has always a sexual overtone, so was stated. Founder Julie Sygiel sees that differently, she likes to show powerful women and find that women should always be taken seriously, whether they wear underwear or not.
When supermodel Ymre Stiekema was photographed running behind a Bugaboo in small sport suit with tight trained bare belly, there was a storm of criticism. Mothers didn’t recognize themselves at all, because who looks like this after having a baby?
A few days ago a calendar of maternity lingerie brand Carriwell landed on my doormat. In it were women photographed in real shape and skin. Beautiful photographed in a bit of pin-up style of the fifties, slim or with curves, pregnant or have just given birth. Real. Here are some examples of these brave calender girls!
Women in lingerie advertising are always topic of discussion. What I think ultimately matters is whether the target group of the label can recognize themselves in the images and be a fan.
Otherwise, change strategy!
After the birth of your first child you sometimes ask yourself why products look like this, This was also the case with the Swedish Linda Sätterström. She wondered why there were no stylish and fashionable baby products and developed her first product: pacifier chains and she founded the label Elodie Details, named after her daughter. The pacifier chains were very much appreciated by retailers and consumers so she developed more. Meanwhile, the collection includes bibs, bags, footmuffs, diaper bags, backpacks, play clothes and beautiful blankets.
The nice thing is that Elodie Details works with themes in special designs and colors that can be mixed and matched as you like. I like the new collection Bedouin Stories very much: it takes you in mind for the spiritual Sahara with its oriental motifs but then produced in the cool colors of North European countries. In the collection Gilded Grey all gray colors have a gold rim or accents for a rich feeling. Elodie Details show that they have a lot to offer if it concerns designing! Available at baby specialist stores this autumn.
For children it is important to express their emotions. Does your child feels happy, sad, angry, anxious, or shy? With this interactive and writable t-shirt van March Design studio your child can express his emotions without having to say a word! It seems ideal to me if you have a child that doesn’t talk much, or if your child wants to emphasize his feelings of that day. You simply write a short phrase or sentence with a chalk on the writeable part and everyone knows exactly what’s going on in the head of your child. Enough of the happy or angry mood? After washing it in the machine you can write a new message on it.