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#TheCurvyGirlProject
Role Creative Director & Strategist
About
This project was born out of a study abroad trip I took to the city of Xuzhou, China. The class was a Selected Topics of Graphic Design which really just meant creating assets. I choose to do a marketing campaign but had no idea what the campaign would be on until I arrived on location.
challenge
When visiting a shopping plaza in China as a curvier woman I noticed that not many ads had women that looked like me and not many stores carried my size. I simply brushed this off as though there must not be a market for curvier women.
After doing research on this back in 2017 not many sites spoke about it either they just stressed the importance of being thin... This was not all that different from the culture here in the United States, but my concern was that there was no merchandise for this market in stores. As in no size Extra Large, not 1x, or 2x.
solution
I was staying on a college campus nearby and the school had assigned each student with a local partner that spoke English. Enter Mimosa, my partner and now forever friend from Xuzhou. When I brought this to her attention she immediately said that it was a huge issue and that no one had ever addressed it. Other ladies from the city of Xuzhou also opened up to me about this once they learned that I was doing more research on the topic.
During my trip, I also noticed how advanced technology was in China with the use of the app WeChat. My mind just went to immediately shoot a campaign/public service announcement on a plus-size movement.
I spread the word to my classmates and brought on a multi-talented photography & videography duo, Andres Irias & Monica Mancia.
With their help and seeking out talent with Mimosa for the campaign assets the campaign material you see above was created.
the plan
Unfortunately, this campaign was solely for a school project and completely hypothetical. I learned how different cultures really are so different but the meaning of acceptance and wanting to feel a sense of acceptance was universal. I was able to start a conversation with the women of Xuzhou that it is okay to be whatever size and companies in China should see this because there is in fact a market.
Plus is Real. Plus is Equal. Plus is Love. Plus is Us.
#TheCurvyGirlProject
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