Hear the Story Behind This Amazing Ad: "We Truly Believe There Isn’t One Type of Perfect"

I’m kinda in love with this latest push for loving all shapes and sizes of female bodies. U.K. lingerie brand Curvy Kate shot contestants for its modeling search in nude bras and undies in a setup that mimics Victoria’s Secret controversial “the Perfect Body” ad.

“We came up with the idea as we truly believe that there isn’t one type of perfect,” Chantelle Crabb, a PR and marketing exec with the brand, told me via email. “The women in the [Victoria’s Secret] campaign are beautiful, but we think that every woman is beautiful in her own right and should be represented fairly in the media too.”


“Our competition has an open-to-all policy, and we see many different types of women enter, all equally beautiful in our eyes. We decided to display them in a way that challenged the notion that there is only one type of perfect body and by doing so hope to boost body-confidence in a variety of women of different shapes and sizes.”

I asked her whether the brand shies away from using the term “plus” (curvy stunner Ashley Graham told me she doesn’t like it, preferring not to use any labels for herself).

“It’s more ‘plus bust,’ as we specialize in creating supportive bras for women, regardless of body size,” Chantelle said. The brand ranges from band sizes 28 to 44 and cup sizes D through K.

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