Editor’s Note: We are starting something new here on our Body Positive column called the “Body Positive Spotlight” – where we take brands, bloggers, and other companies who promote and integrate body positivity through their brand/website. For our first interview, I had the honour of interviewing Catherine Clavering from Kiss Me Deadly Lingerie (a brand I am a huge fan of!). I would like to thank Catherine for taking the time to answer my questions and for promoting body positivity through her brand and message – keep it up! (Lauren Bersaglio)
Tell us a bit about your company:
Kiss Me Deadly create vintage inspired lingerie and swimwear for film noir femme fatales. Elegance, glamour and sensuality, no kitsch!
Why did you decide to make your company/blog one that promotes body positivity?
I didn’t decide – it’s a natural part of who I am. You don’t go from spending 8 years in therapy roles to thinking that making people feel bad is a great idea.
What specific efforts do you make to promote body positivity through your brand?
Mostly it happens without trying; we don’t confine ourselves to conventional catwalk or agency models for shoots or events, we tend to use performers rather than models for shows, we love selfies and pictures from our fans – I’ll happily post videos of myself being ridiculous, and we banned body snark on our various social media places ages ago.
Overall, have you found the response you’ve received from customers/readers towards your body-positive approach to be generally positive or negative?
Positive, though as we get bigger we get a more varied response. Our core fans are very thoughtful folk who enjoy a good argument, which I feel immensely lucky about!
Why do you think it is important for other companies/blogs who – like yourself – are not directly about body image, to still promote body positivity in their products/advertising/content?
There’s simply no evidence that being rude about peoples bodies helps anyone.
What would you say to those who argue that body-positive advertising/content “doesn’t sell”?
Depends how you define body positive. We have a hard time selling if we use images without photoshop, but we can show a wider variety of models than most without it being an issue. I’d love to see their figures as all the research on how models affect sales is based on buying intentions, and I can fully believe that real world buying behaviour is different. So let’s get your data out and play!
About Kiss Me Deadly Lingerie:
Mission: “Deadly glamour, fatal style.”
Founder: Catherine Clavering
Company Base: London, UK (and online)