Independent creative duo Bex Conyngham-Hynes and Dan Scott have designed a range of alternative clothing labels for women.
The Miss Labelled campaign features a range of celebrities from Meryl Streep to Frida Kahlo, selected to “empower” women about their size.
The body-positive initiative comprises pf nine labels that correlate with the usual dress sizes available to British women, from a size four to 20. However instead of measuring against a number, women can size themselves against inspirational women.
The duo, who met on the Watford Advertising course, told The Drum: “We were trying to think about issues that affect women every day, and a huge issue we wanted to work with was the criticism we face about our bodies. We all know that feeling when we go to a shop and don't quite fit into the size we thought we were, and feel upset, ashamed and bad about our size.
“We wanted to change this by recontextualising dress sizes to aid body positivity. We thought, instead of numbers, let's size ourselves up against inspirational women of the same size. If someone looks at a label and see they are an 'Michelle Obama" instead of a size 12, it will empower them, instead of shaming them.”
Launching the campaign on International Women’s Day, Conyngham-Hynes said the pair couldn’t think of a better day on which to ignite the campaign, as it celebrates women and raises the awareness of issues they face. However the creative pair hope to take it past the commercialised day.
They added: "We would love for a women's clothing outlet to pick up on these labels and help us bring it to life, or else create a fashion label ourselves with our own size chart."
Bex Conyngham-Hynes & Dan Scott: 'Miss Labelled'