Fashion rules are meant to be broken.
And this plus size fashion brand aims to send this message to women everywhere with its new body positive campaign titled Curvy Guardians.
SWAK Designs has been pushing the body diversity envelope even before body positivity became a trend.
Amanda Williams, SWAK Director of Marketing told us exclusively:
“SWAK Designs has been designing clothing for plus size women for over 10 years. While plus size fashion has recently become a new ‘fad’ in the retail industry, I feel proud to work for a company that has always carried plus size fashions past the average size of 22/24. SWAK designs and carries plus size fashion up to a 6x and 36. But it doesn’t stop there… we not only want to provide fashion up to 6x, but also want to create content that represents and resonates with ALL of our customers and that’s why we knew it was important to create this campaign.”
SWAK is one of the first plus size fashion brands to use visibly plus models, models of color and offer trendy, stylish clothing up to size 6X in affordable prices, where you don’t have to pay more for larger sizes. They simply believe that fashion should be fun and easily accessible.
The Curvy Guardians campaign is fun, colorful and delivers a powerful statement in the form of a comic book:
PMM Blog Editor Marcy Cruz is a part of this campaign (seen below in the middle, hot pink dress) along with plus size model Saucye West (far left) and blogger Alysse Dalessandro of Ready to Stare (second from left). What makes this campaign so impactful is that SWAK also included two customers in the shoot, Amanda (second from right) and Courtney (far right in white), AND all the models are between a size 2X – 5X.
**They’re all wearing the Classic Maxi Dress, available here in 5 colors.**
Williams wanted this campaign to really show that all bodies are worthy of fashion:
“The beautiful women in this campaign wear a variety of sizes from 2x-5x. The goal of this campaign was to not only to show classic fashion rules that should and could be broken but also highlight the diversity of our bodies. You’ll notice that each of these ladies is wearing the same dress in the group photos. We wanted to show that there is no correlation between size and perceived shape. As a plus size customer myself, I range anywhere from a 2x to a 6x depending on fabric and fit. The dress size doesn’t and shouldn’t determine your personal value.”
As you can see, these ladies prove that those rules can be broken… fashion is for everyone.
Want to see more and show their looks? Click here to see the full Curvy Guardians campaign.
These are the types of campaigns that should go viral, showing that all bodies are beautiful and worthy of fashion. We have love for our size 12/14 sisters and we sympathize with their body struggles but in the world of body positivity, ALL bodies should be seen front and center in the media.
SWAK is also having a contest where you can enter to win either a $300, $200 or $100 SWAK Gift Card by posting a picture of yourself on Instagram, breaking a classic curvy girl fashion rule. Make sure to use the hashtag #SWAKguardian to officially enter your image into the contest.
You can read more about the contest here.
What do you think of SWAK’s Curvy Guardians campaign? Follow us on social media @plusmodelmag and let us know!