SmartGlamour’s first campaign of 2017 features entirely trans-feminine, genderfluid and nonbinary femmes as models.

SmartGlamour #AllMeansAll

At SmartGlamour, #AllMeansAll.

Indie designer Mallorie Dunn of SmartGlamour is dedicated to providing equal access to all bodies, shapes, and sizes with her new #AllMeansAll campaign. In an ongoing 2017 theme to prove that #AllMeansAll, SmartGlamour presents its first campaign of the year, featuring entirely trans-feminine, genderfluid and nonbinary femmes as representatives of the forward-thinking brand. In a fashion world that considers size eight a “curvy” size and often adheres to a strict gender binary, #AllMeansAll is a breath of fresh air.

While SmartGlamour is typically a one-person operation, Dunn partnered with her assistant, Nikki Padula, a non-binary femme herself, in order to curate the cast of models.

“We curated the campaign by just reaching into our communities for folks we knew already.  At any given moment my mind is teeming with thoughts of all the powerful gorgeous stylish femmes I know, and I reached out to a smattering of folk I knew identified as non-binary femmes and would be as excited about the project as I am. Mal did amazing work reaching out to folks she knew as well,” Nikki Padula explains of the casting process.

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With sizes ranging from XS to 6x (and beyond available through custom orders), Dunn and company have created affordable feminine clothing for all sizes. With the affordable and accessible option to custom fit each piece, SmartGlamour makes it possible to each body to have the comfortable, well-fitting clothing that it deserves.

“This campaign matters deeply to me because femmes, particularly femmes of color, have been at the center of pretty much every important change-making force in history, and we should all be talking about that more,” Padula adds. “The clothing is femme if you want it to be.  It’s femme if the wearer identifies as femme. ‘Traditionally feminine’ styles are non-binary, just as much as ‘non-traditionally feminine’ styles are non-binary.  The SmartGlamour aesthetic can be worn by any person of any presentation — it’s literally just fabric and thread.  You decide if your clothes have a gender or not.”

“SmartGlamour has three main very broad goals: to empower our customers through clothing and help them on a road to body acceptance, to make good quality clothing that is sold at affordable prices and to cut away at hatred that stems from insecurity and the belief that beauty and brains cannot go hand in hand,” Dunn writes on the website.

“I think that all companies should be voicing messages of inclusion.  There are endless ways we can all do better.  Some simple ideas: use models that replicate and celebrate the beauty of real life.  Use fat models, use models of color, use disabled models, use models with no professional modeling experience, use elderly models, use queer models. Prioritize them in your branding. Amplify their voices,” Padula says.

#AllMeansAll is just the first of many campaigns SmartGlamour has planned for 2017. To follow the brand, check out their Instagram and go to the website to see their beautiful selection of body-inclusive clothing.

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