General Pants is the latest fashion retailer to embrace the body confidence movement, launching its latest social media campaign – #NOFILTER.
According to multichannel apparel retailer, General Pants Co, 93 million selfies are taken each day, and of the people taking these pictures, 64 percent use a filter or editing app to ‘retouch’ the image.
“No airbrushing. No editing. Just YOU,” the company says in its campaign materials, including an email that was sent out to its customer database on Monday morning.
“Raw and real – it’s a thing,” General Pants says as it discusses the decision to remove the retouching from its new summer swimwear campaign.
“We’ve peeled back the polish in an effort to break down the common perception of perfection… we’re giving it to you raw and real.”
The campaign will feature a selection of Australia’s most “body confident” women, including the likes of model and fitness ambassador, Steph Claire Smith and surf and travel blogger, Bree Warren.
Encouraging women to feel confident in their own skin, General Pants is the latest in a long list of retailers shifting its focus to the everyday woman. Bras N Things also updated its Body Bliss collection in May this year, after the range grew to be the company’s bestseller since its original launch in 2016.
“We received overwhelming feedback from the Bras N Things retail team nationally about how many women came into their local store showing social media posts of the Body Bliss collection and wanting to try it for themselves,” said George Wahby, Bras N Things CEO. “It’s amazing to have this direct touch point with the consumer and to be able to connect with them in the farthest corners of the country via social media,” Wahby said in reaction to the range’s initial launch.
General Pants says it will run its #NOFILTER campaign throughout the spring/summer season, sharing its customers’ #NOFILTER stories across its social media platforms.