People have always struggled to reach ideal body patterns, in order to gain success and acceptance in society. Nowadays, the pattern of beauty is perfectly represented by the magazine photoshopped models. Pro Infirmis, a Swiss organization for people with disabilities, challenged people to think what does actually means to be beautyful or perfect.
Photo source: proinfirmis.ch
The campaign, entitled “Because who is perfect? Get closer”, has been devised for the International Day of Persons with Disabilities, celebrated on 3rd December.
Pro Infirmis had a very good strategy when it chose the fashion retail world as the medium for their message. Every fashion store is using perfect mannequins to make their clothes look perfect in order to encourage consumption. But these mannequins are not a realistic replica of human body. They just represent an ideal shape of what is considered the perfect beauty.
In their campaign, Pro Infirmis revolutionized for a single day the idea of perfection, as it is presented by retailers. Pro Infirmis used store mannequins modeled after real people with disabilities, to reflect the acceptance of people with disabilities.
Life-sized, three-dimensional representations of five disable people were created. The five persons were: Miss Handicap 2010 Jasmine Rechsteiner, radio host and film critic Alex Oberholzer, Athlete Urs Kolly, actor Erwin Aljukić and blogger Nadja Schmid.
The action was captured in a video by director Alain Gsponer. You can see the process of mannequins’ creation and the touching reactions when the five models see their mannequins for the first time.
For an entire day, disable mannequins dressed in the latest fashion were displayed between perfect mannequins in a high street store window in Zurich’s main shopping street. The passengers’ reactions were also captured.
People didn’t seem irritated, as one of the models feared, but they did seem a little troubled, naturally. Where have you seen a fashion store displaying their fabulous creations on mannequins with missing limbs and spine malformation ? The question is why not use this kind of mannequins too? Does anyone with no disability really look like the perfect mannequins?
Fortunately, many brands have improved their communication regarding disable people and it seems that the public appreciated that. Pro Infirmis strengthen not only the idea that no human body is perfect, but also that disable people are consumers. They are like every one of us.
What do you think about this campaign that challenges the status-quo?
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