People seem to be more lenient with men than with women.
Men can go out unkempt and have a beer belly, while women diet and lose weight and need to match everything from their hair and makeup to their clothes. Of course, many times, focusing on the differences between men and women to have discussions is in itself a form of confinement.
It’s not about men and women, and it’s not about you and me. NEIWAI, a women’s lingerie brand, offers its own insights on the topic of figure and beauty. With a short film, the brand explains the core concept of NO BODY IS NOBODY: every woman should ignore the shackles of her body and allow herself to exist as such, pleasing herself rather than others.
In the light and shade, women’s bodies are presented to the public in their most natural state. At the same time, the camera is faithful to each woman’s body itself, capturing their natural features while not shying away from their acquired body markings, such as tattoos, belly button rings or the bulging belly of pregnancy.
The women photographed by NEIWAI are faithful to their bodies and follow their hearts. This truthfulness shows the female body itself without imposing external aesthetic standards on women. The models stretch their bodies on camera, conveying the attitude that “women are unique in a thousand ways”.
The video is accompanied by a series of posters that clearly communicate the brand’s values.
Official Microblog of NEIWAI
“I enjoy. I consume. I indulge in my body with such a gratitude.”
“We are born to be infinite.”
“You are more powerful and more amazing than you could ever imagine.”
These sentences are short, but they have the power to shake people. The body should be its own unique gesture, regardless of gender, regardless of you or me.
Girl’s power has empowered NEIWAI
As a lingerie brand, we can feel the brand values of NEIWAI. Its camera language tells us that it is neither shy nor flashy, and that this is perhaps what lingerie should look like.
Globally, a few years ago, a debate on Body Positivity led directly to more women raising their self-awareness of their figure: sexiness is not one standard, but diverse. It is more relevant to the current market for women’s lingerie that “I” feel good and comfortable than “others” feel sexy. It is only then that the discourse on women’s lingerie returns from the “other” to the women themselves.
Body Neutrality, which was born out of the critical thinking about Body Positivity, adds to the consideration of health standards and is also a reflection and explanation of the body: Your body is a vessel that gets you through life, and what it looks like is neither positive nor a negative. A body is just that – a body.
Chelsea Kronengold, the manager of communications at the National Eating Disorders Association, explains:
“Body positivity urges people to love their bodies no matter what they look like, whereas body neutrality focuses on what your body can do for you rather than what it looks like”
NEIWAI’s proposition of ‘self-pleasure’ aligns with mainstream trends, thus reaping higher commercial benefits and deepening its brand value. Using the camera language, NEIWAI makes feminism visible, and feminism empowers the brand’s values. It reinforces the emotional resonance with female consumers through the hot topic of body-shaming resistance, encouraging more women to understand better, know and accept themselves.