Love your­self first

CityPress - - The Good Guide - Gugulethu.mh­lungu@city­press.co.za

Around this won­der­ful/aw­ful time of year (de­pend­ing on how you feel about Valen­tine’s Day), there are end­less lin­gerie ad­verts and pro­mo­tions, which is great if that’s your vibe. Pretty un­der­wear is a won­der­ful thing, ex­cept for the fact that the mar­ket­ing of said un­der­wear still pre­dom­i­nantly uses a very spe­cific body type – not larger than a size 10.

To say the rep­re­sen­ta­tion of a va­ri­ety of women’s bod­ies (and find­ing de­cently priced clothes to put them in) is lousy would be an un­der­state­ment. So it was re­ally cool to see that re­tailer Jet de­cided to do some­thing spe­cial with their #LoveY­our­Self cam­paign launched this week. The cam­paign was shot by the highly re­spected Mer­we­lene van der Merwe and “cel­e­brates the di­ver­sity of women, fea­tur­ing a group of eight real [fe­male] mod­els [from moms to singers, bloggers, stylists and stu­dents] who feel good in their sizes”. Jet is also of­fer­ing an ex­tended range of bra sizes, which is a bless­ing for any­one big­ger than a C cup. It is of­ten a te­dious and ex­pen­sive ex­er­cise try­ing to find sup­port­ive bras for larger breasts at the most eas­ily ac­ces­si­ble re­tail­ers.

The brand said of their bra range: “Our ... cam­paign uses pos­i­tive ad­jec­tives to de­scribe bra cup sizes. From 40F(oxy), to 34B(ewitch­ing) and 32A(maz­ing), this shows that no mat­ter how big or small your body and bra size, it’s more im­por­tant to love your­self and cel­e­brate your flaws.” What a great ini­tia­tive and look­book by Jet. The range is in stores and re­tails from R45.99 for panties and R79.99 for a bra.

For more in­for­ma­tion, or to fol­low the #JET­LOVEY­OUR­SELF con­ver­sa­tion, fol­low Jet on Face­book or on Twit­ter and In­sta­gram

@Jet_Fash­ion, or visit je­ton­line.co.za

PHOTO: MER­WE­LENE VAN DER MERWE / JOE PUB­LIC

LOVELY

Jet’s new cam­paign, #LoveY­our­Self, ap­proaches lin­gerie in a re­fresh­ingly body-pos­i­tive way

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