K&K's new real women campaign imagery.
K&K have just released a new campaign that celebrates New Zealand women and uses two local fashion bloggers as its campaign models. Billed as the #kandkrealwomen campaign, the brand are all about embracing curves and thought Beth Elliott from This is Jolie and Regina Alai from Regina & Peachtree were the perfect fit to model their new season range.
“We wanted to create a campaign that was relatable for our customers” says Marketing Manager, Diana Lamb, “In a country where the average women’s clothing size is a 14-16, it’s time that we embrace and love the bodies that we have. Beth and Regina are beautiful, confident women who we think will appeal to our audience and send a message that you can look great no matter your size.”
The shoot was inspired by street style photography and is similar to photos the bloggers would create for their own blogs which gives it an of the moment appeal and as it was shot on the streets of Auckland it also feels familiar and relatable. The campaign was shot by Dan Trotter and Interestingly the women are completely un-retouched in the images as K&K want to challenge fashion industry modelling expectations.
“I wanted to be a part of this campaign to show that every woman, regardless of her size or shape has the right to feel beautiful, sexy, sophisticated, strong and confident about who she is and what she wears," adds Beth Elliott from This is Jolie. "If one person sees something I have on, buys it and feels this, I’ll be over the moon!”
The campaign also hopes to encourage women to share images of themselves on social media with their #kandkrealwomen hashtag so that they can share style tips and help promote body confidence. “I’m passionate about giving women their spark back," says Regina Alai of Regina & Peachtree. "If I can do it, and feel a sense of happiness to nail everything else in my daily routine, everyone else who battles with confidence deserves that right too.”
Images from K&K Fashion.