Lingerie Brand Curvy Kate Recreates Infamous Victoria’s Secret ‘Perfect Body …

You will probably remember the epic fail that was last year’s Victoria’s Secret ‘Perfect Body‘ campaign. You’ll probably remember seeing those words splashed across a shot of ten skinny, small hipped, long-legged air-brushed models.

Well a new advertisement for a busty women’s lingerie brand has gone and done what Victoria’s Secret should have in the first place: shown what a perfect body actually looks like.

(Photo Credit: Victoria’s Secret)

The inventive ad, created by Curvy Kate also offers ten women modelling their wares. But in this image, the women are all of different sizes. Some are tall, some short, some large, some small.

RELATED: Victoria’s Secret Causes Serious Backlash Over Latest Ad Campaign

The original Victoria’s Secret campaign was so maligned that you could practically hear the heads rolling down at the HQ after more than 27,000 people signed a petition at Change.org demanding an apology. The words were removed, but the slip up was not forgotten.

(Photo Credit: Curvy Kate)

Curvy Kate have responded to media pressure by running a competition called Star in A Bra, wear a ‘real woman’ will be selected as the company’s new lingerie model. The women pictured are the top ten contestants.

On the selection, Curvy Kate said: “With the public outcry for the use of more realistic images in the media, Star in a Bra champions the use of relatable role models and promotes a positive approach to body image.

“We want to show you exactly how our lingerie will look and fit on a variety of body shapes, cementing that there isn’t one type of perfect body.”

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crossboundaries’ reveals aimer lingerie factory in china

crossboundaries’ reveals aimer lingerie factory in china
image © zhi xia, chaoyang ying

 

 

 

aimer, a major company that manufactures lingerie in china, commissioned crossboundaries architects to design their 53,000 sqm factory grounds which would reflect the strength and rapid growth of their enterprise. the entire compound is under one roof and comprised of conventional storage, areas of production and a 600-person dormitory and the resulting construction aims to bring together the production, brand building and employee well-being. internally, the architectural strategy involves taking into consideration of how the company’s products, their staff and visitors navigate within and between spaces. entering through the 12m high entrance area, vision is drawn towards the veil of slender white fins arranged at various inclinations which captures glimpses of the shop, museum and the main stairwell. the staff dormitory is located separately from the facility and recreational areas, distinguishing a clear sense between work and accommodation for the workers.

 

principal hao dong comments: ‘we have to break away from the imprisoning working environment, moving from disciplining workers to engaging communication and breathing within the factories.’  

image © zhi xia, chaoyang ying

 

 

 

measuring at 13m from the ground, the distinctive feature of the complex are the voids that serves as access bridges, communal decks and allows for better air circulation to the lower levels. before construction, the architects had the knowledge that the company would use the building for all their programs, from the fabrication, showcasing events to conferences, the interior had to encapsulate a consistent brand image, landscape and signage that communicates the essence of aimer’s lingerie. however, not all of the industrious nature of the architecture has been diminished, this is addressed in the use of galvanized aluminum and concrete on the outer and inner façade whilst the the outer skin transitions from aluminum to a combination of aluminum and glass, allowing different levels of natural light required into each space depending on its program.

image © zhi xia, chaoyang ying

the voids cut through the building allowing light into the public zones
image © zhi xia, chaoyang ying

timber decking serves as a bridge allowing employees to stroll and relax in the same place
image © zhi xia, chaoyang ying

the 12m high lobby invites visitors to the southwest corner of shop and aimer’s museum
image © zhi xia, chaoyang ying

veil of slender white columns set at various inclinations screens off the shop and museum
image © zhi xia, chaoyang ying

image © zhi xia, chaoyang ying

modern interior 
image © zhi xia, chaoyang ying

image © zhi xia, chaoyang ying

image © zhi xia, chaoyang ying

image © zhi xia, chaoyang ying

the prefabricated aluminum and concrete panels with vertical fins used to enliven the flat cube structure
image © zhi xia, chaoyang ying

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