mission
Our Goal
To create an inclusive and empowering fashion industry by helping brands authentically represent their consumers.
Why Now?
Let us be realistic for a moment. We know that using models physically similar to consumers shatters the long held mantra of selling fashion and beauty products. Research and case studies, however, suggest that there has been a shift in the mindset of modern female consumers – a shift misunderstood and unattended to by most brands.
Contemporary consumers do not passively absorb images of models, but instead are skeptical and savvy of their fantasy. Cookie-cutter models have become monotonous, mainstream criticisms of airbrushed ads abound, the recession has replaced a desire for fantasy with a hunger for authenticity, and despite trying every new diet and buying every latest trend, the average consumer still does not look like a supermodel. Armed with such knowledge, women no longer buy fashion in the hope of fulfilling an impossible fantasy but instead purchase it to achieve a dream that can come true.
We believe that fashion and beauty brands urgently need to catch up to the ideas and desires of their consumers. Here’s where we can help.
