Online campaign for underwear diversity launched
An online campaign to create more diversity in underwear manufacturing will launch this week in a bid to provide more skin-colored bra options for African-American women.Updated: Feb 01, 2012 17:25 IST
An online campaign to create more diversity in underwear manufacturing will launch this week in a bid to provide more skin-colored bra options for African-American women.
Entitled "What's Your Nude?," the campaign is set to hit Facebook February 1, with women being urged to contact bra retailers and demand more products catering for brown skin across new and existing underwear collections.
Behind the campaign is Los Angeles-based African-American psychologist Tara Raines, who told WWD January 29 that she has spent years searching stores for nude underwear shaded "between [traditional] nude and black."
"Women of color have tremendous spending power in the US and it's absurd to think that in 2012 we are essentially disenfranchised when we shop for lingerie. It's my hope that this campaign will drive not only awareness, but swift action by bra makers," said Raines, revealing many of her family and friends have to dye store-bought bras.
While brands such as Vanity Fair and Bali began offering more varieties of "skin-colored" garments in the early 1990s to cater for African-American and Latin markets, there were reports at the time of a lack of retailer interest.
Raines added that women who have signed up in advance of the online event have been championing Target and Kmart for merchandising brown-colored bras.
To participate in the campaign and find out more visit Facebook.com/morebrownbras.
First Published: Feb 01, 2012 16:51 IST