Beyond Work

Real Women Campaigns

Featured across multiple Generation campaigns during the brand's shift from professional models toward real women chosen for characteristics outside conventional beauty standards.

Institution
GENERATION
Role
Featured model
Category
Fashion / Brand Marketing
Discipline
Fashion
Deliverable
Campaign photography and social media posts
Real Women Campaigns — image 1

Context

Generation moved away from professional models and began casting so-called real women — people with hair types, body sizes and features routinely left out of conventional fashion imagery.

Real Women Campaigns — image 2

The project

A run of campaigns built around that casting decision, carried across photography and the brand's social channels.

Real Women Campaigns — image 3

Naima’s role

Naima appeared as a featured model across several of these campaigns during the shift.

Real Women Campaigns — image 4

Outcome

Campaign photography and social media posts published by GENERATION.

Real Women Campaigns — image 5

Collaborators

  • Generation photographers, stylists and marketing team