Curvy women have always been hard pressed to find fashion campaigns that represent them. Whilst a lot of labels are realizing the benefits of representing women of all shapes in their marketing, athletic brands in particular have been resistant to change. Until now.
Nike has launched its first ever campaign featuring a plus sized model. The iconic sporting label has never featured a model above a size 12 in its branding efforts, so it was a bit of a shock when, last week, they shared an image on their instagram featuring a stunning plus sized woman wearing one of their sports bras.
The model in question was Paloma Elesser, who is signed to New York based agency Muse Management in their plus-size division. The image features Elesser looking stunning in a sports bra, leggings and not much else. This is the first time that Nike has acknowledged that curvy women like to work out too.
What is really great about Nikes post is that it makes no mention of the fact that the image features a plus sized model. The post simply gives advice on handy tips to figure out if you're wearing the right sized bra. In not making a big fuss about the fact the model is plus sized, Nike is normalising it. Which is a great thing.
We can't wait to see other big sports labels sit up and take note.