Raising awareness on dysmorphia

Monki’s capsule collection features two mesh bras and briefs printed with positive affirmations and body illustrations.

“It’s like you’ve got these glasses and you’re looking through them and it’s like a distorted reality. It’s always like you have a little bird on your shoulder that’s whispering these lies and it’s so convincing.” — Mia

“Body Dysmorphic Disorder is like not seeing yourself as a whole person. It’s not feeling right in your body. It’s not feeling happy in your body and it’s obsessive, it’s exhausting, it’s straining.” — Kim

“You layer all these thoughts and emotions on and that’s when you hit a low point in your life.” — Sandeep

Monki, a Swedish fashion brand, has showcased a series of personal portraits from three media volunteers who suffer from Body Dysmorphic Disorder and used their experiences to educate and inform the public about the under-diagnosed and distressing disorder.

The Body Dysmorphic Disorder Foundation describes the affliction as “a disabling preoccupation with perceived defects or flaws in appearance. It can affect all genders, and makes sufferers extremely
self-conscious.”

Monki, in collaboration with BDDF, recently launched a limited-edition underwear capsule collection.

photographs courtesy of monki

Featuring two mesh bras and briefs printed with positive affirmations and body illustrations, the collection serves as a reminder to wearers that they are unique and should not be defined by their reflection in the mirror or what they see on the outside.

“The purpose of the campaign is to raise awareness of the disorder and how it affects a person’s psyche, wellbeing and self-confidence. As a brand that creates fashion for girls and young women, we have a responsibility to our community to be as inclusive and transparent as possible when it comes to body and beauty representation. Diverse casting and transparent retouch guidelines are two of the areas we have worked with since day one. That’s why this ongoing collaboration with BDDF is important to us — we strive to empower women to feel good about themselves without aspiring to unattainable norms,” said Simone Van Starkenburg, Monki brand and marketing director.

In November 2021, BDDF, with Monki’s support, started a petition directed at the EU Parliament calling for transparency on altered images on social media. This pushed for changes to ensure that companies, influencers, or brands are legally required to declare when images are digitally manipulated or altered before publishing online.

Since the petition’s launch, they have managed to accumulate over 40,000 signatures. So far, the petition has been a catalyst in pushing for a similar UK legislative change.


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