Wrangler is asking women to challenge their views on female sexuality and changing the conversation around women’s bodies.
Denim fashion brand Wrangler has launched its ‘Morethanabum’ campaign, aiming to reposition women as more than their derriere.
The ad was shot in Amsterdam and features music and narration by New Zealand musician Kimbra.
The global campaign features a number of successful women in different roles, including Olympic volleyball player, Francesca Piccinini, dancer and choreographer Nikeata Thompson, and transgender activist Paris Lees speaking to Kimbra about what it means to be “more than a bum.”
The journalist says: “I’d like to be appreciated for my work and what I have to say more than just my looks.”
The ad was launched to promote Wrangler’s new Body Bespoke denim range and joins a wave of other brands moving towards breaking down stereotypes in advertising.
