Tina Engell Launches ‘Wonderful Women’ CampaignUK jewellery designer Tina Engell’s ‘Wonderful Women’ campaign features ‘real’ women wearing her distinctive jewellery.
With the world becoming increasingly aware of the ways in which advertising portrays women in an unrealistic, idealised way and of the harmful effects this has on girls’ and women’s body image and self-confidence, more and more brands out there are launching campaigns that feature “real women”. And the contracting of ‘normal’ or ‘plus-sized’ models is just one example of how brands are slowly trying to lead their advertising away from the super skinny, overly Photoshopped female – for the “real women” movement is not just about size, it is also about general confidence, personality and putting one’s inner beauty in the limelight.
UK-based jewellery designer Tina Engell is joining the movement with her recently launched campaign called ‘Wonderful Women’. The advertising series, which is published in the Bath Magazine and on the jewellery designer’s website, amongst others, shows some wonderful black and white images of “real women” wearing Tina’s colourful rings, earrings, necklaces and bracelets.
Tina Engell has commented, “Last year we ran a campaign in Bath Magazine which took my jewellery out of its normal context by showcasing it amidst lollipops, sweets etc. It was a fun campaign, but it wasn’t quite reaching the audience we aimed for. My usual clients are confident, professional women of a certain age who buy jewellery for themselves and are attracted to the simple elegance of my designs. With the ‘Wonderful Women’ campaign we have portrayed these “real women” wearing my jewellery.”
The ladies featuring in the campaign’s advertisements aren’t glamorous, out-of-reach models; they are the designer’s real clients and friends who volunteered to be in front of the camera to show off their favourite jewellery pieces in the context of their own unique personality. Tina Engell said: “All the women in the photos have a different appeal to them and I have really encouraged them to be themselves in front of the camera.”
With ‘Wonderful Women’, Tina Engell is making her own contribution to changing advertising’s attitude towards women in the world of jewellery design.