I honestly don't know what to love most about Miu Miu's ad campaign for the Spring/Summer 2013 collection. Is it the 60s vibe and references? Or the hazy, gloomy and mysterious atmosphere in the pictures? Or is the fact that the photographers Ines Van Lamsweerde and Vinoodh Matadin staged models, such as Adriana Lima and Doutzen Kroes, that are usually associated with the lingerie tycoon Victoria's Secret?
During the second half of the century, there has been a clear trend in the fashion industry to employ teenage girls for photo shoots and fashion shows - the younger the better, the thinner the better. I, however, have always admired Dolce&Gabbana for employing models that exude Italian beauty - complete with curvier bodies. For Miu Miu to join in could be a huge step for the fashion industry where the average age of a model is 18 - and where only few models are bigger than a size 0. This has had a big effect on the average teenage girl at home that strives to be just like the girls she sees on the big screen.
Lima, on the other hand, who is 31 years old, a mother and a size 4, looks stunning in this campaign. Most importantly, however, this campaign is not supposed to be educational. It's a real advertisment that just happens to feature curvier models, as well as thinner models. It would be wrong to only feature one side of the spectrum as there are women with naturally curvier and naturally less curvy bodies. By seeing more campaigns like this on a regular basis, maybe the female beauty image will shift - and girls will learn to love their bodies again, no matter their size.
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| Pictures via Creative Boys Club |
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