V.olts sprinkled with freckles or snows, bodies marked by cellulite, scars or roundness, women who do not fall within the standards of approved beauty. They are the imperfect models of I’mperfect Projectthe community born on Instagram, soon became a modeling agency.
The community on Instagram
To give life to this project was Carlotta Giancane, marketing expert, who says «after long years of working in the company, I decided to make a change by undertaking a freelance career. In full lockdown, wandering more on social media, I realized that I didn’t feel represented by the artificial beauty flaunted above all by influencers. So I decided to create the Instagram page I’mperfect Projectcollecting stories of friends and acquaintances with a physicality and a background far removed from that stereotyped image ».
Right from the start, the community has grown to involve over 12,000 followers who, in this virtual protected space, compete on their own imperfections that have become a strength.
The birth of the fashion agency
«I wondered why brands almost always choose to be represented by the same type of woman. I felt the need to concretely contribute to ensuring a representation of the normality of imperfection, which has only recently been turned more attention. Like this I have transformed I’mperfect Project in a Real People Agency»She says, proud of team of 150 “imperfect muses” that proposes to the world of fashion and advertising.
The “imperfect muses”
This is how he defines them, and not commonly models, because, in fact like muses, they inspire the change in the standards of beauty, bringing about a little big revolution.
Among them there are also well-known faces such as the actress Stella Pecollo (author of I am beautifulSperling & Kupfer), the Paralympic athlete Francesca Cipelli And Carlotta Bertottithe young model characterized by the nevus of Ota (ie a hyper pigmentation of the skin and ocular structure, which looks like a birthmark on the face).
She, who for many years, has tried to disguise with make-up what has now become her distinctive trait, is the ambassador of the agency: “We got in touch thanks to a photographer who, for the first time , has been able to immortalize its particularity », explains Giancane. “We immediately established an empathic feeling, as happens with each of our models, which never represents a mere mannequin. ORToday her path of knowledge and acceptance of her physical characteristics represents an example for many girls who struggle to accept themselves ».
Every day there are many girls who, through social media or on the website of I’mperfect Projectthey propose. The selection criteria – both street casting and video – have no age, geographical and physical limits, but it is very important to have personality and talent.
Imperfect models and the world of fashion
“It is not easy to enter a world like that of fashion by offering a genuine and authentic representation of a new beauty. It is a model that undermines the paradigm of perfection and shows uniqueness and originality. Most of the catwalks are still off limits for our “imperfect muses”, even if several emerging brands are showing attention to inclusion »declares the founder of the agency.
Underlining the need for greater collaboration between photographers, fashion agencies, media and brands, for break traditional patterns together and ensure a broader and more varied representation of female beauty.
The right to imperfect beauty
«We are keen to defend our right to imperfect beauty – he adds – those stereotyped bodies do not fully represent contemporary women. We are tired of seeing insecure girls forced to chase unattainable standards. For this reason, we are proud to have started important collaborations with many established brandsfor which our models, on TV or in magazines, are the protagonists of photo shoots, commercials, awareness campaigns and, sometimes, fashion shows ».
Diversity must become normality
It is undeniable that stereotypes and discrimination persist, so it happens that Carlotta Giancane and her team have to protect the sensitivity of their models. M.the daily commitment of her agency is aimed at not making any woman feel inadequate.
“Beauty is uniqueness, it allows us to differentiate ourselves from others thanks to our extraordinary imperfection which is not a defect at all, but a characteristic that represents us” Giancane concludes by revealing that, in September, some “imperfect muses” will parade on the catwalks of Milan Fashion Week. As for her, he says, it will be possible to declare fully satisfied only when the presence of “outside the box” models is no longer newsbecause diversity will become normality.
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