Lingerie Brand Taps Into Body Image Movement With Plus-Size Model


Thanks to social media, fashion brands and publications are feeling the pressure to use images of normal-size, healthy-looking models and help advance positive body images for women. This online movement has opened up some PR opportunities for these very same brands.

For instance, Seventeen recently made headlines with its Body Peace Treaty. And now Boux Avenue, a lingerie brand based in the U.K., has gotten worldwide media coverage with its hiring of size 16 model Robyn Lawley, who will serve as its new face—and body.

Until the announcement, the 23-year-old Australian plus-size model was best known as one of the three cover girls of Vogue Italia’s June 2011 issue. Lawley has also graced the pages of French Elle, Vogue Paris and Australian Vogue, according to news reports, and has her own food blog called Robyn Lawley Eats. Lawley is not just an inspiration for plus-size women; she has become an influential figure for women everywhere and an advocate for a healthy body image.

The hiring of Lawley has been covered by the Huffington Post, Fashion & Style, Travelers Today, International Business Times and Daily Mail, just to name a few. A Daily Mail article about the hiring has been trending on Facebook, generating over 1,000 likes and more than 370 comments from users around the globe. On Twitter the news has been tweeted and retweeted by individuals as well as by large companies like Yahoo.

By associating itself with Lawley's personal brand, Boux Avenue has tapped into a growing movement and generated a wealth of free, positive coverage—a great return on a smart PR investment.

Follow Danielle Aveta: @danielleaveta


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