The transgender and Afro model Jari Jones rose to fame thanks to Calvin Klein, a firm that hired her as the image of its new campaign.
The world of fashion has accustomed us to show perfect women and men, with sculptural bodies, in their advertising campaigns; but little by little things are beginning to change.
Jari Jones, Calvin Klein’s Afro Transgender Model
June 2020 marked a before and after in the world of advertising fashion thanks to a huge billboard of the Calvin Klein brand, located on the streets of New York.
The protagonist is Jari Jones, a trans actress who recognizes herself as queer and lesbian; she is also an activist of the #BlackLivesMatter movement (“Black lives matter”, in English).
Although the campaign has received praise for being inclusive and representing the diversity of today’s world, it has also been the target of criticism, to which she responds with all the attitude.
“Revealing the ugly”
“Learning today that although this journey will be a blessing to the universe, God and the ancestors, there are miserable things and people behind computer screens and phones, who will try to suck every ounce of joy left in my body.
It comes with the territory, I guess. It’s about showing the world that black people, trans people, fat people can be publicly celebrated, loved and empowered.
I’m practicing self love every day, I’m practicing boundaries every day, I’m practicing balance every day to arm myself for this fight, but I know it’s going to be a tough road ahead, but as my transgender ancestors believed, the people and the community and the youth I’m doing all this for… it’s worth kicking mental ass!!!
Today the force of @alokvmenon @huntythelion @tessholliday @luhshawnay @andrejworldwide @watchshayslay @ihartericka @aaron___philip @fatfemme and all those who hold my heartbeat, who have been through mental and sometimes physical kicks, but have been remained resilient, to be able to get to this point today.”
He wrote in a post in which he shared some of the negative comments made to him.
Some viewers think it’s fine to use non-stereotypical models, but others believe the brand is abusing diversity for its own benefit.
She was chosen for this campaign because on her Instagram account, @iamjarijones, she posts “body positive” messages along with unfiltered images of herself, in which she proudly shows off her body as it is.
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