Kurt Geiger has launched a new campaign featuring models who have previously been underrepresented in the fashion industry, with amputee and cancer survivor Barnadette Hagans as its first face.
The campaign, named People Empowered, will feature 15 activists and organisation leaders.
Hagans appeared on Kurt Geiger’s Instagram and website this week to tell her story.
The model was diagnosed with synovial sarcoma – a rare and aggressive form of cancer – and told she would need to have her leg amputated to save her life in 2018.
In an interview with Kurt Geiger, Hagans said she feels lucky to have survived her cancer.
“I got to experience life with two legs and now I get to experience it with one. And yes I got cancer, but I was being given a chance to live. Some people just get told they’re terminal.
“I just kept trying to remember how lucky I am and I think that’s what got me through it,” says the 24-year-old.
Hagans, who now has a modelling contract with Zebedee Management, a specialist talent agency representing individuals with disabilities and alternative appearances, did the shoot from her home via FaceTime at her home.
In the campaign imagery, the Belfast native models her edit of Kurt Geiger products, from a neon pink quilted bag to platform trainers, while wearing a black hoodie.
Hagans has praised the accessories label for picking angles which allow her to show off her prosthetic leg, which she wears wrapped in bright coloured covers.
“I loved the photoshoot because we were modelling the product whilst also showing my leg as a part of it," she said.
“We were showing that this can be fashionable, and I love that.”
Hagans, who raises awareness for synovial sarcoma as an ambassador for the CLIC Sargent charity, said she has new-found confidence since wearing a prosthetic.
“After the amputation I really wanted to help raise awareness," she explained. "Since then, I’ve had a lot of people reaching out to me for advice, or saying that me showing my leg is helping them show their scars.
“It’s been amazing. Even when I get those thoughts about missing my old life I just remind myself that this leg has helped me help other people."
Annie and Agnes of Black Minds Matter, Emma Picton Jones, Andy Hider MBE, Danielle Sams, Jeremiah Emmanuel, and Kyle Stanger of Boys Get Sad Too will also share their stories and feature in campaign imagery for Kurt Geiger’s People Empowered series.
Around 15-20 per cent of the UK’s population have a visible or non-visible disability, totalling 14 million people. However, data shows that disabled people make up just 0.01 per cent of those featured in fashion and beauty advertising.
