Mallorie Dunn, SmartGlamour designer is sure that it is a right time to declare about the freedom to be who you are. That’s why she chose five transgender, non-binary and gender-fluid models to present her latest SmartGlamour campaign #AllMeansAll. This is not the first time the brand works with these models, but the first time when they decided to highlight their identity

It’s a shame to admit, but fashion industry is still exclusive. It’s no secret that plus-size women struggle to find clothes that fit their curves, and shoppers can hardly find models that really look like them. We still see so little of plus-sized women, aged women on magazine covers, but it’s also important to mention that only 0.7% of magazine cover stars are transgender, according to a 2016 report.

SmartGlamour was always trying to reach all the people – with dresses and separates from XXS to 6X and beyond and brand’s campaigns celebrating inclusiveness.

#AllMeansAll. SmartGlamour

In her blog Mallorie Dunn admits that the brand always wanted to cooperate with women of all sizes, races, ages, abilities and identities. But after the US election she sees an extreme need to remind society again about all this diversity of beautiful people: “After the election, I knew I wanted to become even louder in 2017 — raise marginalized voices higher on my platform, and do what I can to help create safe spaces for those who need them while working to change the imagery we consume in the media,” Dunn said in an interview. “So this campaign is the first instalment of a yearlong movement — #AllMeansAll — to stress that inclusivity is important, words matter and everyone deserves to be seen.”

#AllMeansAll. SmartGlamour

Dunn created the campaign and presented the idea to her assistant Nikki Padula, who identifies as a queer non-binary female.

“Mallorie actually had the original idea for the shoot, which, can I say, is amazing — that as a straight cis white woman, she is such an incredible and real ally that she would see the dire need to have a photoshoot like this, especially as we move into such a scary time, in terms of personal and political freedoms,” Padula tells in an interview. “I think I shrieked in excitement and said that I was obviously on board and could think of a million people I wanted to cast in it.”

#AllMeansAll. SmartGlamour

#AllMeansAll. SmartGlamour

It turned out it is hard to find the right personalities for this campaign. “What I’ve realized over the years, is that even when I post castings saying – no body shape/size/ethnicity/age/identity/etc requirements, everyone is welcome, I still receive the majority of responses from straight size, small plus, cis, young women,” Dunn explains. People still have a prejudice that people over 40, over XL size, with some skin discolouration can’t get a job at fashion business. And it’s not surprising since all they see on the covers are perfectly shaped bodies of twenty-year-old women. 

But of course, Dunn has found her personalities and now Andre, LaLa, Jess, Nikki and Azure are modelling all the retailer’s clothing under the brand’s #FashionForAll campaign, with the manifesto that “all really means all”.

#AllMeansAll. SmartGlamour

#AllMeansAll. SmartGlamour #AllMeansAll. SmartGlamour

During this year Dunn has an aim of embracing more models who are older than 45, people with disabilities and people over a size 24. And this is just a way to celebrate the beauty of every human being and to encourage others to do the same.

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