We need more honest stories about and pictures of real, genuine bodies. That is why LYKKELAND ateliér has proudly joined forces with Foreningen Spiseforstyrrelser og Selvskade, and the beauty brand Meraki on the campaign #MyBodyMyStory, which we are launching on 1 August.
With the campaign #MyBodyMyStory we invite EVERYONE to contribute personal stories and pictures of real bodies under the hashtag #MyBodyMyStory.
We want to challenge the beauty and fashion industry's focus on unattainable body ideals in particular, and the intensely weight-focused culture in Denmark.
For many young people, my body, my story is sadly not a positive narrative. A significant proportion of young Danes struggle with not feeling well in their own bodies. More than half of young girls believe they are too fat, while nearly one in three young boys thinks he is too thin.
For many, body shame takes such a firm hold that it leads to serious distress. One in four girls and one in eight boys in year 9 are at risk of developing an eating disorder. According to the Danish Health Authority, 75,000 Danes live with an eating disorder.
The Manifesto
Far too many young people do not feel well in their own bodies.
More than half of young girls believe they are too fat.
Nearly one in three young boys thinks he is too thin.
We are challenging critical body ideals and unhealthy self-perceptions.
We take responsibility for vulnerable children and young people and their wellbeing.
We dream of diversity and room for all bodies.
We envision preventive communities filled with healthy self-images.
And where beauty in all its forms is celebrated.
We believe that joy in the body is the driving force towards change.
We show gratitude for what the body can do.
The body carries us through life and deserves respect and love.
We want to love our bodies.
We want to write new narratives.
Take part on Instagram and during fashion week
Anyone can take part in the campaign by sharing pictures and stories under the hashtag #MyBodyMyStory on social media and following us @mybodymystory.dk on Instagram.
Save the date!
During Copenhagen fashion week on 8 August 2023, selected pictures will be exhibited alongside a pop-up photo booth, where you, your friends and other passers-by can have your picture taken and take part in the campaign.
"We need to move even faster to stop the categorisation and division of people based on how they should and should not look. It has a devastating effect on both children and young people. In the fashion industry, we have a shared responsibility to make room for everyone; not only on the catwalk during fashion week, but also out in the shops, in the media and on the street. Diversity is not a buzzword - the fashion industry needs to back it with action, and that is precisely why we have created the project #MyBodyMyStory and a manifesto, to take responsibility and push development in the right direction."
- Heidie Lykke, founder LYKKELAND ateliér
An intense focus on weight
"We have an intensely weight-focused culture in Denmark, where the range considered a normal and healthy weight is extremely narrow. If we do not turn this development around, we risk body shame and distress driving even more children and young people into eating disorders or self-harm. With the campaign #MyBodyMyStory, we want to spread the message of how important it is that we all, but especially children and young people, are exposed to realistic and healthy bodies."
- Laila Walther, director of Foreningen Spiseforstyrrelser og Selvskade
An (im)perfect message
"We need to stop beautifying with filters and finding flaws. All of this makes those watching behind the screen believe that there is something wrong with them. Far too many young people have a critical view of how they look. Whether you are fat, thin, tall, short, whether you have stretch marks or not. We must learn to love the body we have, and know that we are good enough just as we are."
- Charlotte Ammentorp, Brand owner Meraki
