Have you ever dreamed of being a model like Kendall Jenner or Gigi Hadid? Well, Ireland-based Primark just made that fantasy come true because the clothing and accessories company just launched a new ad campaign featuring its customers as models.
Featuring, people of color, men, women and children, the campaign photos are a huge stepping stone toward a more inclusive clothing market and show that not everyone has to be a 5’11 model in order to work their style, according to Bustle.
In one picture, a little girl struck a fierce pose while wearing the retailers rainbow sweater and in another image, two men can be seen serving major looks as they lean against a fence with matching shades.
Everyday shopper: Primark launched a new ad campaign featuring its customers as models
Inclusive: The campaign photos are a huge stepping stone toward a more inclusive clothing market
New location: The campaign photos are for the opening of its brand new location in Brooklyn, New York
The campaign photos, which were taken last weekend at its pop-up in Coney Island, are for the opening of its brand new location in Brooklyn, New York.
The company shared some of the unedited photos in a photo gallery to its Instagram account alongside the caption: ‘Throwback to last weekend at our pop-up on Coney Island, where you guys came and modeled Primark in prep of our Brooklyn store opening soon (and you all looked amazing).’
The photo shoots are part of the retailer’s campaign to introduce Primark to Brooklyn shoppers and will continue to be held all over New York City, according to Forbes.
And by posting their favorite shot on Instagram and tagging it PrimarkUSA, Primark shoppers can enter for a chance to be featured in a photo for the campaign.
All over: The photo shoots are part of the retailer’s campaign to introduce Primark to Brooklyn shoppers and will continue to be held all over New York City
Photo opportunity: Shoppers can enter for a chance to be featured in a photo for the campaign by posting their favorite shot on Instagram and tagging it PrimarkUSA
More photos: Primark shared more photos from its pop-up in Coney Island to its Instagram account
Along with Coney Island, Primark has also had a pop-up at the Kings Plaza Shopping Mall and will be heading to the Brooklyn Bridge and Williamsburg before the new location opens.
The store will be at Kings Plaza, which already has a Zara, Macy’s, H&M, Forever 21 and will be 57,900 square feet in size, occupying some of a closed Sears store space.
It will open at 1pm on May 16 and be the ninth store the company has opened in the US and the second in New York (the first is in Staten Island).
Primark has also announced two additional openings in New Jersey and Florida that will open next year.
Prep: Primark captioned the photo gallery ‘throwback to last weekend at our pop-up on Coney Island, where you guys came and modeled Primark in prep of our Brooklyn store’
Other locations: Primark has also had a pop-up at the Kings Plaza Shopping Mall and will be heading to the Brooklyn Bridge and Williamsburg before the new location opens
New stores: Primark has also announced two additional openings in New Jersey and Florida that will open next year
This isn’t the first time the retailer has cast a diverse set of people to market its products as part of its Valentine’s Day campaign it used a curvy woman along with two slim women to model its lingerie.
And after posting an image of the model wearing a skimpy red bodysuit to Instagram, the brand was praised for using a diverse group of models, with one saying ‘this is what women like to see’.
CVS is also another brand taking part in embracing diversity and natural beauty as this month, it released a completely unedited campaign featuring real women without any touch ups.
It was the first series of ads that the company released since vowing earlier this year to stop retouching all of its beauty campaigns once and for all; the images, which feature a diverse cast of women, have all been stamped with a ‘Beauty Mark’, a specially made watermark that confirms the images have not been edited.