In 2020, the underwear brand “NEIWAI” had already called out the slogan “NO BODY IS NOBODY”, interpreted as “No body/figure is insignificant” in Chinese. Six women of different ages were selected to interpret the charm of their body. The aim is to break the stereotyped aesthetics and reject body shame, which has won the favor and attention of female consumers.
In 2021, NEIWAI has opened more dimensions beyond age and body, including flat-chest, plumpness, scar, elderness, pregnancy and queer issues. The same English slogan “No Body is Nobody” is interpreted as “Insignificant but worthy, we are the same”. In China, resonates well among the audience, and leave impressive marks as a consistent campaign with last season.
Step by step, year after year, NEIWAI is helping society to reject body shame, break the stereotyped aesthetics and embrace diversity. To empower women is not an empty talk, but daily efforts involving everyone.