Walk into the underwear section of any department store and you'll likely be met with images of models that have lean figures and spotless complexions. More often than not, campaigns for these pieces uphold a certain look that excludes many body types that don't fit the conventional mold. This was something local brand Straightforward challenged with their latest spread, which featured a variety of men modeling their debut collection of underwear.
Jerald Sze, the brand's managing director, tells Preview that the campaign was in line with their "commitment to promoting a life without barriers." According to him, the photos aimed to capture the feeling of being genuinely comfortable with one's image. "Everyone deserves to feel confident and at ease in their own skin," he puts it.
In this regard, it was imperative for them to have their models showcase their underwear. "Underwear is one of the most personal garments we wear, and it's often marketed with a narrow perspective on body ideals," Jerald says. He goes on, stating how the clothes one puts on can actually impact how they view themselves. "We believe that comfort and self-confidence start from within, and underwear, being the closest thing to our skin, symbolizes that intimate relationship we have with ourselves."
Thus, the Straightforward team made an active effort in casting a diverse group of models that could represent a range of body types and backgrounds. "Authenticity was our foremost criterion," the managing director states. He says that a "Straightforward life" is a boundless one, and their chosen models had to embody this spirit.
The pieces themselves, like all of the brand's apparel, are designed with "consideration for comfort, quality, and simplicity." Available in sizes large to 3XL, the different underwear offered are crafted out of premium fabrics that ensure easy movement. The campaign aimed to exhibit this functionality by having the models act natural and do candid poses.
Jerald hopes that Straightforward's patrons feel the same joy embedded in the photos. "We hope that every individual feels recognized, valued, and most importantly, comfortable. Our aspiration is for people to feel liberated from societal standards and to embrace their true selves."
SHOP: Straightforward's Underwear Collection
To see (or rather, feel) things for yourself, Straightforward's line of men's underwear is readily available on their official website. They come in different styles that aim to be your ideal companion for whatever activities you have planned out.
Koza Briefs, P999, STRAIGHTFORWARD, shopstraightforward.com
Otimo Shaper Briefs, P999, STRAIGHTFORWARD, shopstraightforward.com
Pelle Briefs, P999, STRAIGHTFORWARD, shopstraightforward.com
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