People can’t get enough of the ‘real women’ in this local lingerie ad campaign

By Litaletu Zidepa
10 February 2016

It’s always super refreshing to see women of all shapes sizes used instead of stick-thin models in ads – which is why this local brand’s new campaign is the talk of the town.

Taking a leaf out of international brands like Aerie’s books, Jet Fashion made waves on social media after launching their Valentine’s Day campaign, #JetLoveYourself.

Read more: This super-curvy lingerie model is all kinds of sexy

The campaign features sultry shots of South African women of all ethnicities and body sizes. Even celebs like Oscar winning actress Terry Pheto gave the movement thumbs up on Twitter.

The Jet campaign advocates self-love and self-approval no matter what your size is – which also means taking care of your body.

“So often beauty is portrayed as being skinny or a size zero but this message is flawed,” the retailer announced on their site. “Any woman, no matter her size, is beautiful and worth being celebrated. We need to encourage and support each other and embrace our bodies, not aspire to unhealthy and unrealistic body goals.”

The campaign’s black and white shots supposedly show candid moments, in which the lacy-lingerie clad models share a few giggles. This Valentines’ Day start with loving yourself!” local muso Leanne Dlamini, who was one of the campaign’s famous faces, captioned a photo from the shoot on Instagram. “Once you master belief in yourself no one can steal that love from you!” the mom of two added.

Also in the ad are publicist and mom Melanie Rhamjee, poet Lebohang ‘Nova’ Masango, body confidence activist and blogger Meg de Jong, stylist Yoliswa Mqoco, interior architect Esther Shaidi, designer and art director Sasha Whyte and copywriter Sarah Forbes.

Find Love!