Retailer ModCloth is known for their all-out inclusivity; the brand's clothing runs to a size 4X and features retro yet basic designs -- a little something for everyone. They're reaching even further to broadcast their inclusivity and mission statement with their newest ad, “Against the Current,” the largest campaign the brand has launched to date.
The short ad, directed by Alex Prager, features its models digging their feet in in the midst of what looks like an apocalyptic world. There are elemental themes, each model fighting against wind, fire, air or water to come out victorious, to “serve as metaphors for the obstacles, big and small, overt and subtle, that we encounter in our lives,” according to the womenswear retailer's site.
Lizz Wasserman, Vice President of Fashion and Concept at ModCloth, told HelloGiggles that the brand wants to more obviously work against the stereotypes and societal pressures against women.
“With so much happening in our world, ModCloth wants to empower women everywhere to live authentically, even in the face of difficulties, because that self-confidence and boldness is ultimately what helps us all triumph,” she said.
What makes the message resonate, though, is exactly who is featured in the ad fighting against the metaphorical obstacles that women face every day: Awkwafina, Halsey, Dascha Polcano and Hari Nef, all females who have faced some kind of adversity or represent diversity and inclusion.