Empowering lingerie campaign aims to break down the 'perfect figure'

Shopping for lingerie can be a daunting task — and with constant reminders of the “perfect” body, the seemingly simple task often leads to self-doubt and insecurities.

But one lingerie brand is launching a new campaign that aims to redefine what it means to have the “perfect figure.” Parfait’s #PerfectFigure campaign features women of different races, ages and body types to prove that the perfect figure really can be anything.

The campaign also features photos that are free of retouching, meaning the images capture the true, honest bodies of the women in them. #PerfectFigure is meant to show women that bodies come in all shapes and sizes — and that it’s all about confidence.

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“To us a perfect figure is about empowerment. It’s about embracing the you that you are today and learning how to appreciate your body and everything it does for you,” reads a statement on the Parfait website. “It’s about listening to what you need and realizing that you are perfect just as you are, even if you’re a work-in-progress.”

The six women who appeared in the campaign also shared what #PerfectFigure means to them. One of them is Amy Marguerite Stretten who is a journalist and model living in Los Angeles. When she was asked what it means to have a perfect figure, Stretten claims it has nothing to do with what your body actually looks like.

“A perfect figure to me has nothing to do with one’s body type. Being a perfect figure means loving yourself just as you are, seeing yourself as ‘perfect’ despite what ‘flaws’ one may have according to society,” she said.

Another hurdle the campaign tackles is the stigma around the term “plus size.” For some, this term categorizes women, making them feel instantly lesser than those who shop in regular sizing. For Stretten, she embraces the term, claiming — for her — it simply means self-acceptance.

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“Some people think that plus size is a dirty word. I think it’s an empowering word and one that creates community. Lots of folks are able to use that as a hashtag on instagram, for example, and find their other curvy sisters,” she said. “Once I was able to admit to myself that I’m curvy and never going to be the stick thin woman I always thought I wanted to be, that’s when I became confident in my own skin. I have thick thighs and strong arms and I just think that’s great!”

As for Stretten, the ultimate purpose of this campaign comes down to one thing: practicing love.

“Being a perfect figure in this campaign means sharing your self love with the world, inspiring others to love themselves unconditionally too.”

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