Parfait launches #PerfectFigure 2.0

16 October 2018

After the brand's first #PerfectFigure campaign gained an overwhelmingly positive response, Parfait launches the follow-up #PerfectFigure 2.0 campaign.

Parfait’s initial #PerfectFigure campaign premiered earlier this year, featuring models of diverse backgrounds, abilities and body types to challenge the traditional depiction of the #PerfectFigure, and create a definition that was open to a variety of women. The campaign soon went viral, and following the overwhelmingly positive response, Parfait decided to extend the campaign and launch #PerfectFigure 2.0 as a follow-up photo and video series. The content can be found on the brand's website, Facebook page, Instagram account and further social media channels.

The extended photo campaign and accompanying video feature six women, of whom four participated in the original campaign: Tanesha Brown (a.k.a. Vitiligo Queen), a mother, makeup artist and motivational speaker living with vitiligo; Candice Kelly, a plus-size model, blogger and advocate; Tatiana A. Lee, an actor, model and lifestyle blogger living with Spina Bifida, and Gloria Mamurov, a vegan mom-model proudly navigating the modeling industry with visible stretch marks. New to the campaign are RaeAnn Langas, a "body positive babe," model and fashion blogger, as well as Dru Presta, a petite model, body positive curator and mental health advocate born with a form of dwarfism.

During the extended behind-the-scenes video from the shoot, the women talk candidly about the features that make them different from the models they often see in similar campaigns, and about which parts of their #PerfectFigure they love. They are passionate about the campaign's importance, and about narratives that allow women from all backgrounds to unite around the shared desire to feel comfortable, sexy and confident in what they wear.

“In today’s society it’s so easy to slip into a pattern of constantly comparing yourself to others,” says Jesslynn Marquez, Marketing & Social Media Coordinator. “We’re here to show, to prove, that there is no such thing as one ideal body type or “perfect figure.” This campaign is about embracing who you are, physically and mentally, body and soul.”

Parfait is planning to participate in a series of body-positive events throughout the year, and has established partnerships with numerous influencers to help amplify the campaign’s reach. As a brand committed to size-inclusivity, Parfait remains determined to fit women of all body shapes, and the brand's collections come in a size range of 39-44 bands and A-K cups. Learn more about the campaign at www.parfaitlingerie.com.