Let’s face it, when we see an advert for an underwear company, we may as well forget ever looking like the photo.
We hate them because they make us feel guilty.
Well, thanks to Modibodi, an Australian brand which specialises in ”highly technical underwear designed to empower women by protecting them against life’s annoying but very common unmentionables.”
That includes swear, light bladder leaks, menstrual onset, spotting, discharge, odour and breast milk leaks.
Founder Kristy Chong says on the label’s blog: ‘Each of our models looks exactly like she does in the photo in real life.
‘Ideally we would love to see other underwear labels embrace more empowering ambassadors and diverse models in their marketing practices as well.’
The label says that they don’t allow retouching or photoshopping because they believe that cellulite, freckles and stretch marks are natural and ‘should not be seen as ugly and erased’.
They are now taking on the Australian government and asking them to take more action to help improve women’s body image after other governments started championing it.
Last year, France banned excessively thin models from walking in catwalks or appearing in capons.
‘For too long there has been too much pressure on women, but young girls, in particular, to change their bodies to look like the models they see in advertisements,’ continues Kristy.
‘I know that body acceptance is difficult for many women and this is why it is vital that other companies and influences embrace this movement to stop Photoshopping and filtering photos that women are subjected to and to show an array of healthy and realistic bodies.’
Let’s hope more follow!