A Proud Belly

The new #soltalapanza (Free the Belly) campaign encourages people to stand against the #operacionbikini (Operation Bikini) campaign in Argentina.

A social media movement in Argentina has initiated a trend that encourages women to show off their real bodies, going viral in a matter of hours.

The initiative urges every woman to dare to flaunt her body by wearing a bikini even if they do not have what is generally regarded as the “perfect” body. Women of all ages were invited to post their photos and to “free the belly” in order to feel empowered to enjoy the summer without any hang-ups about how they should look in a bikini.

Every summer, thousands of women in Argentina feel pressured to post vacation snaps of their beach-ready bodies. As most of them feel that they do not fit this beauty standard by default, they begin preparing a few months before the summer season by posting photos documenting their extreme dieting efforts using the hashtag #operacionbikini. It’s a tradition that is accepted and anticipated by many social media users in the country. This new initiative, however, not only aims to subvert this questionable trend but create a more ethical, healthy and inclusive alternative that allows women to enjoy their bodies, encouraging them to shake off their inhibitions.

Consumers are moving away from brands that do not represent inclusivity and diversity. Bodies of all shapes and sizes will require representation from brands wherever possible, including representing the bodies of those with disabilities. Brands would do well to remove size-based and gender-based labelling, instead providing a range of sizes and styles free from stereotypes. In advertising, representation of all types of bodies will be crucial in forging bonds between consumers and brands. Toy retailers and manufacturers will share a similar focus, creating dolls that represent all skin colours, all cultures and those with disabilities.