TIGHTS, AS AN item of clothing, aren’t usually revered. Not the bog standard, 100 dernier wooly ones that we pick by thr boatload in Penneys anyway.
Heist tights are a bit different for a number of reasons. Firstly, they have a reputation for being extremely comfortable to wear (not suffocating at the waist – huzzah!). They are also extremely ladder resistant.
As if they weren’t covetable enough, an ad campaign from the brand is is making waves for promoting body positivity, gender fluidity and inclusivity.
Created with RAPP, the ads aims to show that tights are for everyone, regardless of their size, sex or gender.
The brand has just launched its plus-size range Heist+, with models Felicity Hayward showing their support.
It may seem like a small thing for some, especially given how innocuous tights are in the grand scheme of wardrobes. The reason it’s significant is because hosiery is usually solely marketed with a female buyer in mind.
Heist co-founder, Edzard Van Der Wyck also touched on the issue as to how we market clothes towards bodies rather than people, referring to them as apple-shaped or pear-shaped.
He said: “Why do campaigns selling bodywear, lingerie or underwear to women, treat them like objects?
We don’t want to sell bodies. We want to sell bodywear.”
Where does a movement go from here?
The original ad campaign was launched around this time last year, and it’s important to acknowledge that Heist is a bit player on the bodywear stage.
The Victoria’s Secret Fashion Show remains one of the most talked about events in the fashion calendar, and for good reason. Beautiful women, musical performers, outlandish ensembles – what’s not to love?
However, the brand is continuously and openly criticised for its lack of diversity, particularly when it comes to body type. While there is absolutely nothing wrong with the bodies shown, it’s been said time and time again how it misrepresents modern society.
Applying the same logic, there is nothing wrong with Victoria’s Secret line of clothing. But it’s also important to acknowledge its limitations – the bras only run up to a DD in some lines. The biggest question is what harm would it really do showing larger men/women/whatever some people identify as wearing their products?
Implementing marketing strategies that include a wider audience not only makes sense for the reasons outlined above, but it’s also sound business advice! Bigger range = more customers = more money in your pocket, surely?
It’s a pitch that’s been heard across the world three times over. As its flagship Dublin store opens this week, hopefully Victoria’s Secret will eventually recognise its responsibility as a brand to promote progressive ideas and true body positivity.