The concept of "nude"—as a color--is very exclusionary considering people come in a variety of skin colors. This week, the Naja lingerie company is launching the #NudeForAll movement to help spark a broader discussion about the issue and promote its racially inclusive range of lingerie basics available in seven shades.
Developed with agency Badger & Winters, a campaign to promote the line features 10 “real” women whose success stories represent the brand and its community of smart, courageous, and sexy women. Instead of using professional models, these women include a software engineer from one of Silicon Valley’s “unicorn” companies, a ballerina from one of the country’s top three ballet companies, a Harvard business school student, and actress Gina Rodriguez. All of these women were selected because Naja's founder Catalina Girald says she felt strongly about "using women of varied shapes and sizes and making a statement that women can be anything."
The campaign runs across social media and appears via the Bedford Subway Station on New York City's L train, a community well-known for its diversity.
Naja reached out to the New York-based Badger & Winters agency because of its earlier #WomenNotObjects campaign that made a commitment to stop objectification of women in advertising.
Naja’s professed commitment to empower women extends to its own factory workers through above-market wages, flexible working conditions and funding their children’s education.
The company's CEO and Founder, Catalina Girald, was first inspired to create this ethically manufactured and racially inclusive range of lingerie basics when watching Gabby Douglas compete in the 2012 Summer Olympics. The African-American gymnast was wearing a “nude” ankle wrap that didn’t match her skin-tone, giving Girald the idea for a different concept of nude.