It’s refreshing to see a brand promoting body positivity in terms of physical fitness and the effect that this has on mental wellbeing. Sports and fitness brands can be guilty of excluding women if they don’t fit a certain body ideal, making women less likely to want to exercise and impacting both their mental and physical health.
Far from relying on the conventional photos of super-fit sports stars, This Girl Can shines the spotlight on “real” women and put the power in their hands instead. The brand invites their audience to join them on their journey to inclusivity and positivity in an exercise by sharing photos of themselves using the hashtag #ThisGirlCan.
Check out their Instagram — it’s incredibly inspiring and moving to see the women featured, and how the brand celebrates self-love in such a positive way.
ModCloth is a San Francisco-based online fashion retailer that specialises in quirky, vintage-inspired clothing. Not only do they offer a range of sizes, but they feature models with a wide range of body types and sizes in their campaigns to accurately reflect their audience.
As with the other brands we’ve mentioned on this list, ModCloth signed an anti-photoshop pledge in 2014, vowing to never change the size, color, proportion or physical features of their models.
They’ve also made an effort to become much more size-inclusive — in both their product offerings and their language. In 2015, they experimented with removing the “plus size” section from their homepage to create a more inclusive, integrated brand community. Since then, they have reintroduced a plus size section to improve their customers’ shopping experience, but they continue to use positive language and have removed plus-oriented language from the site in order to be more inclusive.
All of the above brands have made a conscious effort to promote body positivity through their clothing offerings, messaging and core brand values. As a result, they are championed by their customer communities — and seem to be having a real impact across the retail industry. It just goes to show that the body positive movement isn’t just a marketing fad — it’s here to stay.