Underwear brands launch “nude” collections that promote racial inclusivity
Per the Cassandra Report: Impact, young consumers believe that brands have the power to better the world through social consciousness. In fact, 65% of American youth and 56% of British youth think companies, not governments, can make the biggest positive impact. One such way is through the promotion of racial inclusivity, which budding and luxury brands alike are embracing in order to meet the needs of the evolving consumer landscape.
The “Nude for All” campaign from lingerie and swimwear startup Naja launched this summer with three types of seamless and tagless underwear in seven shades of nude to compliment a wide variety of skin tones. The campaign features Gina Rodriguez of “Jane the Virgin,” who has had an equity stake in the company since last year. The budding brand also has a pro-social component: its garment factory primarily employs single mothers or female heads of households, paying them above market wages with healthcare benefits, and the company’s ads aim to empower women rather than objectify them.
Frustrated by the lack of skin-tone choices to go with her ever-expanding wardrobe, Nubian Skin founder Ade Hassan decided it was time for, as her company’s tag line puts it, “a different kind of nude.” Inspired by trailblazing entrepreneurs Eunice W. Johnson and super model Iman, who created Fashion Fair and IMAN Cosmetics, respectively, Hassan created a carefully edited collection of lingerie and hosiery to provide underwear essentials for a vaster array of skin shades. Headquartered in London, Nubian Skin delivers worldwide and is now being stocked stateside at Nordstrom online.
To assert that nude is not a true color, underwear brand Björn Borg chose to launch their Skin Collection during the International Day for the Elimination of Racial Discrimination as an ode to human rights (and well-timed marketing). Per the company, so-called “nude” underwear traditionally only caters to light-skinned individuals, offered in tones like beige or blush, despite the fact that an 84% majority of the world’s population has a skin tone other than the standard nude color. To put the light on this inequality, the line is offered “in six shades of human,” following the Fitzpatrick skin scale.