More than half (52%) of men feel they are not well represented in advertising and nearly six in ten (57%) think fashion brands focus too much on women and men are overlooked, research by online retailer Jacamo revealed.
In response, this week Jacamo hosted a catwalk on water to celebrate male models of all shapes and sizes and the online retailer affirmed their duty to alleviate the pressures felt by men.
The study further found that four in ten men are not confident with their body shape due to modern-day anxieties and two in ten men finding the whole experience of clothes shopping intimidating.
Showcasing the online retailer’s SS19 collection, the event was a further demonstration of Jacamo’s inclusion policy. Jacamo was the first menswear brand to launch clothes from size S to 5XL and shoes from UK size 3 to size 16 and continues to challenge fashion and retail industry ‘norms’ when it comes to size.
The show also starred Jacamo customer, Andrew Falls from Belfast, who won a competition on the brand’s social media - highlighting that you don’t need to be a ‘model’ to look and feel great.
Ed Watson spokesperson for Jacamo said “We have always presented diverse models and it has always been our aim to make men feel comfortable and stylish in the clothes that they wear. The fashion industry has done a pretty dire job in making people feel good and even though we have always strived to tackle this, we are now standing tall and shouting about this louder starting with Jacamo’s catwalk on water.”
The catwalk took place on a swimming pool with thirteen models walking across water as the brand highlighted that all men should feel ‘heaven sent’ this summer.
The fashion show was held at London’s Haymarket Hotel on Tuesday 30th July 2019 with DJ MistaJam on the decks.
To watch the show in full visit: https://www.jacamo.co.uk/shop/page/walkingonwater/show.action?
