Australian body-positive fashion app Mys Tyler has collaborated with three Australian fashion brands for a new multimedia campaign that aims to unveil how clothes look on different bodies.
Sydney-based fashion brands Embody Women and Made590, alongside national etailer Little Party Dress, have taken part in the campaign, with nine of Mys Tyler’s own fashion contributors of different ages, sizes, shapes, heights and ethnicities wearing the brand’s ranges.
The photoshoot will be shared across the Mys Tyler platform, each brand's own marketing channels, and through the fashion contributor’s social media accounts.
Mys Tyler founder and CEO Sarah Neill said this is a first-of-its-kind campaign in Australia.
“Our research shows 91% of women want to see clothes worn on a diversity of models and models who look like them, over traditional models,” Neill said. “Culture is shifting and consumers are unsatisfied with the current fashion shopping experience. They are being shown and sold clothes that don’t fit, resulting in a frustrating process of trial and error, high return rates and reduced body confidence.”
“It’s so incredible to see our first Australian Contributor photoshoot come to life with three iconic Aussie labels who share our values.”
Neill said the women in the photoshoot are diverse across both demographics and psychographics, having different styles and ranging from age 20 to 80, size 6-20, and 5’1 to 6ft.
“Individually, they are amazing, but the power of this shoot is as a collective,” Neill continued. “There’s a lot of research that shows that when we see something repeated, we think it’s ‘normal’. In the case of traditional fashion, we’re very used to seeing size 6, 20-year-olds. Most of us don’t fit that criteria, and so we don’t feel ‘normal’.
“By representing diversity, we want to make it feel normal to be ourselves. It’s not just about body positivity, it’s about creating a space where we all belong.”
Made590 head designer Kelly White and Little Party Dress CEO Kylie Murphy welcomed the new campaign on body positivity
“It is important to us that our community not only resonate with the fun nature of our brand, but that they see themselves reflected in the people who represent it,” Murphy said. “We love to work with inspirational and like-minded people who can express themselves through their fashion and know how to have fun doing it.”
Embody Women founder and designer Natalie Wakeling, who is also a fashion contributor for Mys Tyler, commended Neill and her body positivity app.
“I have been waiting a long time for collaborations like this to come to fruition,” Wakeling said. “As a heritage brand in this space that goes from a size 8-26, it’s extremely important for women to see themselves represented and heard.
“This photo shoot will prove that no matter what age, size, shape or ethnicity that women deserve to look their best and they have options. Gone are the days that stylish clothes were only available to a certain size and age demographic, this narrative in Australia needs to change, and Mys Tyler will certainly drive this message home.”
The photoshoot comes off the back of Mys Tyler’s Contributor Hub launch, which helps brands discover and connect with a diversity of content creators.
“While no one photoshoot or campaign can be truly inclusive, we believe the power of community can be - which was at the core of building the Mys Tyler platform,” Neill said. “Where any woman or non-binary person can become a fashion contributor, representing their own height, shape, size, age, style, ethnicity and ability.
“We’ve intentionally recruited a diversity of creators from the start, and that’s continued to grow.”