Industry, News — August 23, 2016 at 6:08 am

Inclusivity Without Fanfare: Nettle’s Tale Swimwear Lookbook

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I’m not sure how I heard first heard of Nettle’s Tale. Maybe on Twitter. Or perhaps Bustle. All I know is that I’ve had them bookmarked for a little while as an example of a company doing this inclusivity thing right. Made in Vancouver, BC, Nettle’s Tale has an appropriately Pacific Northwest mood. Super chill. Very casual. Completely unstructured. While I sometimes like to imagine myself as a glamorous poolside swan, honestly, this lake mermaid vibe is much closer to who I am.

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As mentioned above, Nettle’s Tales models are quite diverse, covering an impressive range of body types, ages, and ethnicities. Yet, unlike other recent campaigns, they’ve not chosen to position themselves as “the most diverse ever.” The imagery is simply presented without comment, as part and parcel of their branding and how they want to be seen by the world.

More importantly, this diverse imagery is present on the pages where you actually buy the product. It’s not a case where a specific, one-time campaign is somewhat diverse but everything else adheres to traditional industry beauty standards. This strikes me as a much more honest treatment of diversity…as opposed to a simple PR grab.

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Nettle’s Tales swim collection is simple and relatively unstructured, but I don’t see that as a negative. Rather these suits feel accessible to a wide range of people. That accessibility is reflected in their size chart which goes up to a 4X in some styles. The models are shown in a relaxed and natural way, not posed into extraordinary positions or photoshopped to “perfection.” The entire presentation is eminently appealing. I want to be a part of this world, and that’s how any good lookbook should make you feel.

With so much “body positive” marketing out there right now, it can be difficult to separate the brands talking about diversity from the brands actually doing it. It’s always nice when you run across one of the latter. Nettle’s Tale’s swimwear collection can be shopped here.

What are your thoughts on the brand and their imagery? Would you give them a try? And if you liked this post, please give it a share on Facebook!

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Original Content Provided by The Lingerie Addict

5 Comments

  1. KN says:

    August 30, 2016 at 4:11 am

    Hi! Long time reader, first time commentator: thanks for bringing this brand to my attention. First, for the coolness of the swimwear; the Kimberley and the Brittany bikini tops both look like tops I can swim in and feel fun in. And second for the understated inclusivity and ‘natural’ attitude in the models and the whole shoot. Not that really high concept, ultra fantastical lookbooks and ads aren’t great; they are! But it’s also nice to see a different side of swimwear. Not gonna lie, when I saw that picture of the woman in the bikini and Irish sweater, I was like, “It’s ME!”

    Reply

  2. Cora says:

    September 6, 2016 at 2:13 am

    I’m so glad you liked it! ^_^

    Reply

  3. Connie says:

    September 5, 2016 at 5:44 pm

    Hello Cora! Firstly I want to say that this campaign really appealed to me because it looks more like a group of genuine friends taking pics on a beach day than an official photoshoot.
    Secondly, there was a Refinery29 article a few months back about an anonymous retoucher (“Sarah”) who did work for Victoria’s Secret and was spilling T on the industry and her employer. Sarah basically said that Victoria’s Secret tried using more plus-sized models at one point (without making it a giant PR point), but sales actually decreased. She also said that the reason why Aerie’s body positive campaign is so successful is because they ARE making it a giant PR point. Of course, this is just one article from a possibly biased or unreliable source, but it did raise an interesting question: is it really “better” for brands to be unobtrusive about their inclusivity? You’ve deconstructed the Aerie campaign before and concluded that it may not actually be as inclusive as it claims; however, people are clearing buying into their branding and are supporting it with their money. This Nettie’s Tales campaign is gorgeous and like you, I appreciate that they’re not using diversity as a PR gimmick. However, I’m afraid that by not doing so, they probably won’t get as much recognition and financial support, which may hurt them and other cool smaller brands. What do you think?
    Thanks!

    Reply

  4. Connie says:

    September 5, 2016 at 5:44 pm

    Hello Cora! Firstly I want to say that this campaign really appealed to me because it looks more like a group of genuine friends taking pics on a beach day than an official photoshoot.
    Secondly, there was a Refinery29 article a few months back about an anonymous retoucher (“Sarah”) who did work for Victoria’s Secret and was spilling T on the industry and her employer. Sarah basically said that Victoria’s Secret tried using more plus-sized models at one point (without making it a giant PR point), but sales actually decreased. She also said that the reason why Aerie’s body positive campaign is so successful is because they ARE making it a giant PR point. Of course, this is just one article from a possibly biased or unreliable source, but it did raise an interesting question: is it really “better” for brands to be unobtrusive about their inclusivity? You’ve deconstructed the Aerie campaign before and concluded that it may not actually be as inclusive as it claims; however, people are clearing buying into their branding and are supporting it with their money. This Nettie’s Tales campaign is gorgeous and like you, I appreciate that they’re not using diversity as a PR gimmick. However, I’m afraid that by not doing so, they probably won’t get as much recognition and financial support, which may hurt them and other cool smaller brands. What do you think?
    Thanks!

    Reply

  5. Connie says:

    September 5, 2016 at 5:44 pm

    Hello Cora! Firstly I want to say that this campaign really appealed to me because it looks more like a group of genuine friends taking pics on a beach day than an official photoshoot.
    Secondly, there was a Refinery29 article a few months back about an anonymous retoucher (“Sarah”) who did work for Victoria’s Secret and was spilling T on the industry and her employer. Sarah basically said that Victoria’s Secret tried using more plus-sized models at one point (without making it a giant PR point), but sales actually decreased. She also said that the reason why Aerie’s body positive campaign is so successful is because they ARE making it a giant PR point. Of course, this is just one article from a possibly biased or unreliable source, but it did raise an interesting question: is it really “better” for brands to be unobtrusive about their inclusivity? You’ve deconstructed the Aerie campaign before and concluded that it may not actually be as inclusive as it claims; however, people are clearing buying into their branding and are supporting it with their money. This Nettie’s Tales campaign is gorgeous and like you, I appreciate that they’re not using diversity as a PR gimmick. However, I’m afraid that by not doing so, they probably won’t get as much recognition and financial support, which may hurt them and other cool smaller brands. What do you think?
    Thanks!

    Reply

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