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Pretty much everyone who uses on the the internet in South Africa -- likely the Southern African region at large -- is likely to have seen Jet's new campaign. I came across the Jet Love Yourself campaign not because I'm very good at the internet or on any PR lists that would have made sure it comes through to me as a fat South African woman interested in body positivity and representation across our media. The Jet Love Yourself Valentine's campaign found me through the very basic act of a colleague uploading the video in the "random" channel on slack.

I, of course, really enjoy this campaign. Not only does it showcase quite a variety of different bodies and women -- who are not models -- from different fields discussing what self love means, it also manages to keep the focus on the women and Jet's customers by extension. After I was done freaking out, I started thinking about the campaign's command to women: Love Yourself dammit. Many brands over-simplify self-acceptance as if it were something we as women don't actively pursue after we finally realise that our relationships with our bodies, media and other external forces is not healthy. As if it's not ongoing. Daily practice. A number of the women mention this in the video. It takes time, you are doing well. We are all doing well. Take another step.







I really liked that, though the Jet Love Yourself campaign s built around lingerie and Valentine's Day, it is in no way about the male gaze or cis hetoronormative ideas of a woman in her underwear. Not once am I, as a view, made to feel that I should be wearing the product -- it's a marketing exercise after all  -- for a man. Jet Love Yourself isn't about titilating or catering to a man or any other tip you would find in the Cosmopolitan sex and relationship advice pages.

Melanie Ramjee, Yoliswa Mqoco and Meg de Jong span the spectrum of plus size, which was especially heartening for me to see. All plus sizes matter, beyond the hourglass lily white woman. The first and only comment I directly on Jet's facebook was on the Jet Love Yourself video in which I praised the effort, WE NEED MORE. We need more all the time. But being me I implored that this sort of inclusion be show in their future lines and campaigns. If a style is on-trend and good enuf for Network, I want in in my size fat please. Even if the trend is fugly, I want it in all the fat sizes for fat women who may enjoy the trend. But I had barely released that breath when I noticed that Mqoco, the biggest woman on the campaign, isn't on the catalogue that accompanies it.

Women who are also size "Foxy" are meant to look at the Jet Love Yourself campaign, be excited for the inclusion of their cup size and then do what? We don't need lip service. First we need things in our sizes. Then we need those same things but cute: with florals and butterflies and shit. And low cuts. And boy shorts. Can fat women, and women with bigger breasts, live. This aspect of the campaign is disappointing for me.

I have always wondered whether, during Jet's big seasonal press fashion shows where they show off what's ahead for the seasons, their signature plus size line Donatella is represented. It matters.

I've only watched the video, looked at the pictures and the catalogue, and opened the competition page -- twice. So I don't know what Jet and Joe Public were going for. It's a good start. It's a welcome start. But there is still so much to be done.

Watch the Jet Love Yourself video here, it truly is lovely, and warm and made me tweet this the first time I saw it.

ALSO:
I had to make this because Nova's dance is too good.

What are your thoughts on the campaign? How do I get on these PR lists lolz?

It's late, I'm going to bed.