Skincare heavyweight Dove has launched the #ShowUs project as an extension of the brand’s commitment to ensuring that all women are represented in mainstream media.
This year’s campaign seeks to challenge conventional stereotypes of beauty by including a model search inviting women to participate in the show.
Three lucky women will be chosen to walk the runway in select pieces from the limited-edition capsule collection at African Fashion International (AFI) in October.
“We believe in beauty as a source of confidence and not anxiety. What better way to represent women as they are than by allowing them to take part in the continent’s biggest fashion showcase, enhancing the celebration of Africa and real beauty in a way that is bold and daring?” says Sphelele Mjadu, Senior Public Relations Manager – Unilever Beauty and Personal Care for Africa.
