A prerequisite of being an underwear model a few years ago used to be chiselled features, Greek god physique and everything attractive set by society's unrealistic beauty standards. But the new age underwear brands are challenging this notion by keeping their models as realistic and relatable as possible.
Models in a campaign for Tailor and Circus.
Underwear label Tailor and Circus's vision is to design real clothing for real shapes, ethically and sustainably. The brand's effort in creating a body-positive community around underwear is commendable. Once you glance through their campaign picture on Instagram, you can see men and women in all shapes and sizes posing in their skivvies. There are so many of us with body image issues and we spend hours and hours in gym and skin clinics to achieve those conventionally 'desirable' features.
Another underwear brand focusing on the same ideology is DaMENSCH. They believe it is the brand's responsibility to set the right example by including representation in their communication of men from different ethnicities, colours shapes and sizes.
The brand's VP marketing, Deepti Karthik says, "Body Positivity is not just a women’s challenge it haunts men equally, they struggle with image issues whether it comes to dealing with hair loss, height perception or skin -care. Brands have the responsibility to set the right example by including representation in their communication of men from different ethnicities, colours shapes and sizes. We are actively trying to start this movement by choosing to work with men who don’t boast of abs or hairless skin. We have consciously steered clear of toxic masculinity that threatens the mental well-being of all genders alike. With our campaign #BreakDAnorm , we actively took a lead in the conversation that celebrates men just the way they are -Be the man you want to be not the one that society wants. We have stood for progressive masculinity and that is what bonds us with our core customers."
