Hearts, flowers and candy are typically what come to mind when we think about Valentine’s Day – and there’s usually a significant other (or dreams of one) in the mix too. This year Jet Fashion and Joe Public set out to remind ladies that V-Day, and every day, should also be about self-love and self-confidence.
“Love yourself no matter your size”, the campaign puts forward, and uses 8 women who are brilliantly unapologetic about their bodies to drive the message home. Sporting redefined cup sizes like 40Foxy, 34Bewitching and 32Daring, the stars of #JetLoveYourself are Melanie Rhamjee, Lebohang ‘’Nova’’ Masango, Meg de Jong, Yoliswa Mqoco, Leanne Dlamini, Esther Shaidi, Sasha Whyte and Sarah Forbes.
“Self-love and self-confidence are two of the most beautiful and powerful accessories a woman can wear and we want to encourage more women to be in love with their bodies,” explains Jet’s marketing executive, Vaneshree Naidu.
Shot by Merwelene van der Merwe with a female-only cast and crew, the campaign left the women feeling as though they played a part in fighting stereotypical views on beauty. As anthropology student, writer and poet Nova Masango says, “I really believe that it’s important for us as women to affirm and support one another.”
Agency: Joe Public United / Brand Representative: Vaneshree Naidu / Marketing Manager: Ephraim Mamabolo / Product Manager: Marcelle Wilson / Chief Creative Officer: Pepe Marais / Business & Unit Director: Caree Ferrari / Junior Account Executive: Tsholanang Rasebitse / Creative Director: Megan Perks / Art Director: Thina Zibi / Typography Designer: Sonia Dearling / Agency Producers: Senior Art Buyer: Louise Thorne / Senior TV Producer: Yash Naidoo / Art Buyer: Tammy Chetty / Print Production: Manuel Lopes / Senior Strategist: Delia Ferreira / Photographer: Merwelene van der Merwe / Production House: Burley Boys