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Jasmine Joyce, Celia Quansah, Ellie Boatman illustrate how 'Strong Is Beautiful'

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Jasmine Joyce, Celia Quansah, Ellie Boatman illustrate how 'Strong Is Beautiful' by Tree Elven on 03/07/2024
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Lingerie brand Bluebella teams up with Olympic rugby hopefuls Jasmine Joyce, Celia Quansah and Ellie Boatman in this striking ad titled 'Strong Is Beautiful'. The young women say they took part because there are still perceptions such as that the strong female form is not feminine, and they want to help girls get past that kind of pre-conceived notion. What do you think of the campaign? "The one thing I'd say to girls regarding body confidence is to enjoy who you are," says Joyce. "You're never going be perfect and there's always going to be parts of your body you're self-conscious of but embrace it all.” Bluebella's comment is that: "For eight years, we’ve collaborated with some of the most inspiring women in sports and beyond to celebrate the strength it takes to do what they do. Nearly half of girls drop out of sports after age 13 and are three times more likely to drop out of sports than boys, with self-belief and body image concerns found to be key issues." Some critics are calling the campaign 'sexist', and pointing out that the ad is about selling lingerie, so the varnish of 'empowering' girls through sport is disingenuous at best. Others point to the fact that male footballers show off their physiques in underwear ads, and making a distinction is in itself sexist. The ad launches at a particularly sporty time of the year, with major football and tennis tournaments running in Europe, and the Paris Summer Olympics just around the corner. Anyway, does the ad get your attention focused on the lingerie it promotes?

Keywords: Bluebella Strong Is Beautful, Bluebella lingerie, GB rugby sevens stars, womens rugby, Jasmine Joyce, Celia Quansah, Ellie Boatman

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