Kaylene and I AM, have come together to support Lane Bryant’s recent campaign #ImNoAngel. The local support for campaign’s angle is to promote body positivity across all genders and societal demographics. The plus-size community and body-positive movement here in Singapore are still in its fledging stage and Team Kaylene and I AM wanted to do even more to contribute to its growth.
KAYLENE is a local plus-size enterprise owned by KAYDE LING who is also the chief designer for her line of clothing. She has been making waves in recent years and most noted for being the first Singaporean plus-size label to have her line of clothes showcased during New York’s Full Figured Fashion Week in 2013. Kayde is also a noted local plus-size blogger.
I AM is a local plus-size YouTube channel that was started by PRISCILLA BOH of Plus Initiative. The premise of the channel is to be a resource for the Asian plus-size community and be a platform to exchange ideas, information, fashion tips and plus-size related events in Singapore and within the region. Priscilla is an established stylist, make-up artist and plus-size model.
#ImNoAngel is a tag created by Lane Bryant’s lingerie brand, Cacique, during a recent launch of their collection, in response to Victoria Secret’s The Perfect Body campaign.
Team Kaylene & I AM had the honour of meeting Heather McGarry, Senior Marketing Manager of Lane Bryant and her team during their trip to Full Figured Fashion Week in 2013. Watching Lane Bryant’s corporate values in action and how they impact the plus-size community left an indelible impression on the ladies. So when #ImNoAngel went viral and reached the internet shores of Singapore, Team Kaylene and I AM were so impressed by the message that they decided to do something to support the campaign.
Soon after, the ladies met up for a group spa session when Kayde noticed how comfortable her friends were with their bodies as they tossed off their clothes, hopped onto the massage tables whilst happily chatting and laughing away. Her artistic eye followed the curves before her and inspiration struck; a monochrome image capturing the naked silhouettes of the ladies’ back. After discussing with her friend, Priscilla on the idea and concepts that was inspired from the spa session, it was decided that the shots would be done in monochrome, featuring Cate Lim, Priscilla Boh and Jena Marican with the additional help of Karen Evers-Foo, an Intuitive Life Coach. This group of friends are body-positive advocates in their own right.
The concept of the monochrome images was to show the raw beauty of the physical body, every line curve, stretch mark, cellulite, in all its glory. The idea to shoot the models in only their underwear, of their bare backs is to showcase beauty from a different angle, with a trio of plus-size ladies who have very different physical attributes.
We wanted to show our support for a campaign that is body-positive and we also wanted our fellow Asians to know that being body-positive is important. In Asia, the supposed ideal body shape is being impressed onto the next generation at an early age. We wanted to let our fellow Asians know that every body type is beautiful and we hope that with this video, they too can see what we see – Beauty comes in all shapes and sizes.
Team Kaylene and I AM hope to achieve and reinforce the idea that “EVERYONE is BEAUTIFUL and sexy regardless of their size” and that “Body positivity comes from within”. The video will be launched on 04 May 2015 across KAYLENE’s and I AM’s social media pages on Facebook and YouTube.
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