The Upside’s Be You campaign stars model Laura Wells

HOW refreshing is this? An Aussie fashion label has launched a new ad campaign featuring ‘plus-size’ model Laura Wells.

HOW refreshing is this?

Popular Aussie activewear label The Upside has launched a new ad campaign featuring five inspiring Australian women, including ‘plus-size’ model Laura Wells.

It’s part of The Upside’s Be You initiative, designed to give women confidence and help them “be at home in their own skin”.

The shoot features David Jones ambassador Jessica Gomes, Ironwoman Courtney Hancock, ballet dancer Vivienne Wong, stylist Pip Edwards and ‘plus-size’ model Laura Wells.

”These women have a story (maybe a lot like your own) and we want to share their experience of self-acceptance, in the hope that it may give you the confidence you need to look at yourself in a new light,” The Upside says.

Laura Wells told news.com.au she is proud to be part of a campaign that supports positive body image.

“I find it interesting that The Upside has previously used Candice Swanepoel, a Victoria’s Secret model [in their ads], and now they’re using a ‘plus size’ model.

“It’s fantastic for them to show that yes, our clothes look great on a Victoria’s Secret model. But look how great they also look on people of all sizes.

“It’s very daring, but at the same time, it’s something that should be seen as normal. The fact that we have to celebrate is a bit sad.”

Wells says it’s important for women to see their own bodies reflected in advertising and marketing images.

“My body is relatable and aspirational to a lot of people. There are a lot of models that we see everyday in magazines and high fashion and it’s not always achievable for a lot of people to look like that. They say, ‘Oh I can’t look like that’.

“But because mine is an average sized body, I am looked at as much more relatable. People can visualise what the clothes will look like on them more easily.”

“It’s great that brands are taking responsibility for images that go out into the public domain. It shapes the way we see ourselves.”

Wells is a size 14 and says she is referred to as a ‘plus size’ model in the modelling industry because “I am between 3-6 sizes larger than a normal, industry standard model.”

“The term is there as a job title. But in reality, in the real world, I’m not a plus-sized person. That’s where the confusion comes about. It has a lot of negative connotations attached to that word.

“People don’t look at my body and think I’m plus sized. They think that I’m normal, because I am. I’m an average sized person.”

Here’s hoping we’ll see more “average sized” women featured in many more campaigns to come.

Watch the full campaign video below:

Follow The Upside on Instagram.

What do you think of The Upside’s new campaign? Tweet us @beck_sullivan | @newscomauhq