“We believe greatness starts with self-love…”
The All Woman Project is a body positivity campaign started in 2016 by Clémentine Desseaux and Charli Howard. Campaigns like these have sparked a visible change in diversity in the modeling industry this past few years. These changes have pushed their way into 2018 and are making an even more powerful statement.
“It’s been overwhelming since day one,” said Desseaux in an interview with Vogue the day before the second series launched. “Women as a whole have been so supportive and so active too.”
The success of the first launch of the All Woman’s Project was overwhelming, with hundreds of models from all over the world sharing their photos and stories. The second series of the campaign launched on January 31st of this year and has proven even more successful than the first with its newly gained attention from the media. A campaign with such a clear message and the potential for societal betterment, the All Woman Project is breaking new ground in the fashion world.
According to the founders of the campaign, “the All Woman Project is a 501-c foundation aiming to better the life of girls and women worldwide by displaying a true, beautiful, positive and un-retouched image of women in photo and video campaigns throughout the year.”
The stunning beauty of these women who are willing to proudly wear their imperfections and put them on display for the world to see, is inspiring.
This campaign has sparked inspiration in so many models and women around the country, no matter what their age, size or ethnicity.
“We believe size, age or color doesn’t limit us as models or as women. We believe all body shapes, ages and ethnicities deserve to be represented in fashion and in the media, helping girls worldwide feel positive and confident about themselves, regardless of what they look like or whatever “flaw” they might think they have,” as Howard and Desseaux put it on their campaign website.
With the momentum of this second series, Howard and Desseaux sought out a partner to ensure the expansion of the campaign. Aerie, American Eagle’s brand of lingerie and swim apparel, has filled the role perfectly. Their website features their #AerieREAL campaign which advertises “for every untouched swim photo you post on #AerieREAL we’ll donate $1 to the National Eating Disorders Association… because every body is a perfect beach body.” Working together, this partnership has the potential to change an industry for the better. During their interview with Vogue, Howard and Desseaux praised their partner and their efforts.
“They were the most natural and organic choice for us since they have been body-positive advocates since the start, and we share so many values, like the commitment to non-Photoshopped campaigns and using ‘role models’,” said Desseaux.
“It needs to be a collaborative effort. It can’t just start with one person or sector in the industry. I think [what] we, and brands like Aerie, are showcasing, is that there is huge profitability in diversity. Women want to see their shapes and colors represented, and brands are beginning to see how lucrative that can be,” Howard said.
While all their efforts to date have been industry shifting, Desseaux and Howard have even bigger goals for the future. “We want to make it more than just a campaign; we want all girls to feel part of the movement,” said Howard. This year the group plans to expand their message to reach young women in schools and universities across the country.
“The AWP is also taking actions where body image and self-esteem is the most challenging, in schools, by organizing events, workshops and meetings with school girls form elementary schools to college,” as their website states.
By challenging the norm of the modeling and fashion industry, Desseaux and Howard are making history that will hopefully have a lasting impact on the industry and its models… and in doing so, they’ve created one of the strongest brand identities, around an even stronger message.
Desseaux and Howard’s ability to shape history and their brand with words is something worth studying as a writer for the web. They used the power of a hashtag to bring about real change and raise their brand to the next level.
I buy from Aerie now because of this movement. And, to me, that speaks volumes to the unique genius of this campaign.