Model Louise Boyce has raised an appeal to fashion firms owing to the endorsement of fake baby bumps on models. Boyce’s campaign is seen as a consequence of the criticism that was alleged on reality star Arabella Chi, after she posed as ASOS’ maternity model, in spite of not being pregnant.
17 weeks Boyce pregnant Louise is thus raising her voice against fashion houses to be more open and honest about a model’s pregnancy. Boyce especially draws attention to the unrealistic image of a non-pregnant model. She is thus campaigning for a more authentic representation of pregnant women and their clothes.
Pregnant with her third child, Boyce alleges fashion brands to use pregnant women to model for their clothing. “We’ve come so far in the fashion industry with using such diverse women, whether it’s color, size, ability, anything like that, we’ve come so far. Which is great, yet when it comes to maternity we are stuck with the traditional size 8 model who is not even pregnant,” commented Boyce, thus advocating for changing the outlook and perception of pregnant models in the fashion industry.
According to a statement by Asos based on maternity wear, the company said it used prosthetic maternity bumps in order to make it easier for customers to compare the fit between various products. Boyce hence urges fashion firms to be more authentic about the product information they share on their website. She presses the brands to make it a lot clearer as to what they are selling to customers. As per Boyce, brands need to specify, if the model is actually pregnant and if she really is, how far along is she in her pregnancy.
Furthermore, Boyce draws attention to the ignorance of the retail sector in not realizing that bumps vary in shape and size, and this makes them oblivious to the customer’s feelings. She uses this allegation to highlight the ‘emotional rollercoaster’ that women deal with during pregnancy. Boyce says that online shopping for maternity-wear makes women feel more distressed because they cannot relate to the perfect size ‘pregnant’ model online.
With this campaign, Boyce hopes she has made pregnant women feel more secure, “because your bump is absolutely perfect just the way it is,” she adds.