Often when people think of the phrase "body positive", their minds tends to drift towards "plus size" branding, and yes that is one aspect of being body positive. Diversity in clothing sizes is so important these days. But what also important is letting girls know that no matter what body type they are (thin, curvy, etc.) that all bodies are meant to be loved and taken care of, not hidden away and shamed because they aren't "Photoshop Perfect." These clothing brands have taken what it means to truly be body positive and taken it to a different level.
1. Aerie
This brand stands out the most, having launched their "Aerie Real" campaign in 2014. They vowed to stop retouching and airbrushing their models, showing what REAL bodies look like. If you visit their website you'll see stretch marks, freckles, and wrinkles galore, and it's beautiful. Not to mention that American Eagle, in general, has diverse size selection.
2. Modcloth
Modcloth was the first fashion company to sign the Heroes Pledge for Advertisers in 2014. This petition asked advertisers to "do [their] best not to change the shape, size, proportion, color and/or remove/enhance the physical features" of their models in Photoshop, or to label those pictures if they do. They also have a size run of XS-4X in the majority of their clothing.
3. Dove
Dove isn't a clothing brand, but they have an amazing campaign for body positivity. Their social mission named "Self Esteem Project" is empowering women to have confidence and to be at peace with their body image. It's more often than not a war inside ourselves when we look in the mirror. Dove aims to change that, for good.4. ASOS
Asos was the winner of the Body Confidence Award in 2014, making them one of the biggest body positive brands in the UK. They have an entire page on their website dedicated to how the brand is furthering positive body image in the world today. Some highlights worth noting: they offer all sizes at the same price, even though plus size clothing is more expensive to make. They have teamed up with the UK's official eating disorder charity called Beat to provide online resources and support for teens battling eating disorders. If there was a rating on how body positive a brand was, I'd give them an A+.
5. Dear Kate
Most well known for their comeback at Victoria's Secret, Dear Kate is a company started to keep up with the everyday working woman. They created the ever popular "period panties", leak resistant and stain resistant. They also started a sportswear line made of the same material, with a diverse size range, making sure all of their clothes could fit every body type.