Enquanto nós tentamos sobreviver ao inverno aqui no Brasil, as marcas americanas ainda estão fazendo campanhas divertidas e coloridas para comemorar o verão. Como é o caso da Chromat, marca de biquínis e maiôs, que não concorda em nada com o que chamam por aqui de “corpo de praia”.

A marca de roupas de banho, que foi fundada em 2010, pela designer Becca McCharren-Tran, realiza campanhas que celebram a diversidade das mulheres há muito tempo. No começo de 2018, seu desfile na Fashion Week de Nova York mostrou modelos de diversas etnias, idades, corpos e gêneros, “explodindo o ideal historicamente restritivo de beleza”, como disse a própria fundadora.

Chromat, marca de biquínis e maiôs

Agora, no verão, a campanha da marca reflete mais uma vez os ideais de inclusão. Inspirados nas placas com regras que encontramos nas piscinas, a Chromat fez fotos propondo 10 novas regras para quem quer entrar na piscina, passando uma mensagem de aceitação. A designer não usou como inspiração as passarelas, mas sim a forma com que as mulheres aproveitam o verão na vida real.

Chromat, marca de biquínis e maiôs

Regras da Piscina: 1. Intolerância não será tolerada; 2. ‘Food-shaming’ não é permitido; 3. Não há restrição de idade; 4. Cicatrizes e estrias são bem-vindas; 5. Todos os pelos corporais são apreciados; 6. Todas as habilidades são aceitas; 7. Respeite os pronomes de escolha; 8. Comemore a celulite; 9. Sem restrições para demostrações de afeto LGBTQ; 10. Proibido polícia do corpo perfeito.

Becca contou em entrevista para a revista Glamour que o verão é a época em que as pessoas são mais bombardeadas por diversas propagandas com padrões de beleza quase impossíveis de alcançar. Ela queria fazer uma campanha que realmente celebrasse as pessoas que quebram barreiras na indústria da moda.

As modelos, chamadas de Babe Guard’s, um trocadilho com bodyguard (salva-vidas), são: Denise Bidot, modelo plus-size, Ericka Hart, ativista que passou por uma mastectomia, Mama Cax, blogueira que teve uma perna amputada, Emme, também modelo plus-size, e Geena Rocero, modelo transexual. Cada uma delas aparece representando algum tipo de mudança na cultura, de acordo com a designer.

Chromat, marca de biquínis e maiôs

Jennifer DaSilva, presidente da Berlin Cameron, agência que trabalhou na campanha, diz que o objetivo era mudar as regras tradicionais da piscina para representar várias pessoas e criar algo realmente impactante. Becca em parceria com a Berlin Cameron criaram as 10 novas regras e mandaram para amigas e até mesmo para as modelos perguntando se elas concordavam com o que estava escrito, se estavam passando dos limites ou se não estavam dizendo o suficiente.

Denise Bidot, ativista e uma das modelos plus-size que participou da campanha, escreveu para a Teen Vogue como foi participar da sessão de fotos e a mensagem que ela pretende passar.  “A pergunta que mais escuto de jovens entusiastas da moda é “Como posso ficar tão confiante assim?” — E a verdade é que demora muito. Nós podemos fazer muito por conta própria, mas nós todos precisamos de apoio. É aí que entra a indústria da moda. Marcas como a Chromat, estão criando roupas de banho que fazem pessoas de diferentes tipos – com curvas, deficientes, queer, não binárias – se sentirem confiantes enquanto aproveitam o calor do verão”, disse a modelo.

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