Revlon’s new Live Boldly campaign has deviated from the beauty norms by putting size model in the front, redefining the meaning of democratic fashion. Ashley Graham, the 30-year-old American “Supermodel”, is now the new face of Revlon. The plus-size model features in the brand’s campaign alongside other new Revlon faces Adwoa Aboah, Imaan Hammam, Raquel Zimmermann, Achok Majak, and Rina Fukushi. A positive start and hopefully it will have a ripple effect across the skinny obsessive society.
While, Graham has appeared on the cover of Vogue which was then considered a game changer in the industry, but this campaign marks the first time a plus-size model has landed a major beauty contract. The campaign is not about the glorification of curvy models but majorly about closing the gap between the regular and plus-size in the beauty industry. Revlon’s move to flaunt diverse set of models shows that it is joining the crowd of beauty brands to promote inclusivity.
“Historically, curvy girls are not given beauty contracts,” explains Graham when asked by Women’s Wear Daily why her inclusion is such a big thing. “It’s kind of groundbreaking because, in my generation of models, this hasn’t happened yet. This is one of those moments where I’m over the moon, I cried a little.”
“The average American woman is a size 14 and if you ask me, lipstick does not have a size,” she added. The campaign pictures women walking down the street with their arms wrapped around each other, wearing dark and pale colour metallic dresses with glowing shades of lipstick.
Model of the year, Adwoa Aboah also talked about the campaign saying that, “To me, Living Boldly means being unapologetic, knowing no boundaries, being vulnerable, strong, authentic, and yourself.”
Linda Wells, chief creative officer also stated about the campaign and told WWD, “There isn’t a male gaze, there isn’t a male presence in any of this –this is a women’s moment.”