‘Tis the season for beach body stress. But we’re not here for it. Catch us on the streets of London today ✌️ pic.twitter.com/FxNQ8z8Kx4
— navabi (@navabiFashion) May 3, 2018
3 plus-size women redid this infamous 2015 ad. And they look fantastic. https://t.co/dCSrNONNPgpic.twitter.com/ULZbxzKyKU
— Will Corry (@slievemore) May 16, 2018
The ad for Protein World — featuring a slim, bikini-clad model in a heavily edited photo — was plastered across billboards and entire subway cars in New York City and London in 2015. Its message was embarrassingly clear: If you’re body doesn’t look like this one, you don’t have a beach body — but buy our weight loss products and maybe you will! *rolls eyes forever*
“Me and two of my colleagues were just sitting around one day and were like, ‘Remember that ad?'” Bethany Rutter, who works in social media and marketing for the brand Navabi, told Today Style. “It’s something that really stayed with people. It was a really troubling example of something that happens all the time, but it’s the most explicit version of it that people had seen.”
Rutter’s team decided to flip the alarming example on its head.
The fashion line’s new ad, which was carted around on wheels throughout London on May 3, mimics Protein World’s bright yellow and black and white aesthetics. But it comes with a much more empowering message: “We’re beach body ready.”
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