Diversifying Model Representation in Press and Campaigns

Diversifying Model Representation in Press and Campaigns

Fashion has always claimed to be about expression. But for far too long, who got to be seen—and celebrated—was limited. In 2025, representation isn’t just a moral imperative. It’s a strategic one.

Brands that showcase true diversity in their campaigns—and ensure those images make it into the media—are winning on every front: consumer trust, press attention, cultural impact, and bottom line. But real representation isn’t about tokenism or box-checking. It’s about shifting the lens altogether.

Why Representation Still Has a Visibility Gap

Despite progress, many fashion and beauty campaigns still default to a narrow standard of beauty. Consider:

• Only a fraction of editorial coverage features models with visible disabilities
• Trans, non-binary, and older models remain underrepresented in major brand work
• Body diversity in press placements lags behind what’s promised in campaigns

There’s a gap between what brands do internally and what gets seen externally. PR can help close that gap.

What Real Representation Looks Like

• Consistent casting: Not just for “diversity campaigns,” but every photoshoot, every product launch, every season.
• Authentic storytelling: Featuring models as collaborators, not props—let them speak, share, shape the narrative.
• Beyond race: Include models with disabilities, chronic conditions, different body types, genders, ages, and cultural backgrounds.

Why It Matters for PR

Press wants campaigns that reflect reality. Editors are actively seeking visuals that break stereotypes and tell new stories. When you include diverse models in your content—and pitch those visuals—you expand the media landscape.

How to Pitch It Right

If your brand is doing meaningful work around representation:

• Don’t just pitch the product—pitch the casting process
• Include behind-the-scenes footage or interviews with the models themselves
• Tie it to a larger cultural conversation (e.g., ageism in beauty, inclusivity in luxury fashion)

Editors are more likely to cover inclusive campaigns when there’s real depth and context behind the images.

Brands Leading the Way

• SKIMS has featured models with mobility aids and varying body types across its core campaigns—not just in special editions
• Rihanna’s Fenty remains a blueprint for inclusive casting, product development, and narrative
• Tommy Hilfiger Adaptive set new standards for representing disability with dignity and design

Involve Diverse Talent Behind the Lens

Representation doesn’t stop at the models. Hire diverse photographers, stylists, directors, editors. When the team reflects the world, the work does too.

Final Thought

Diversity can’t be a seasonal strategy. It has to be a creative baseline. In fashion and beauty, visuals shape identity—and brands have an opportunity, and responsibility, to widen the frame.

Because when representation is real, everyone gets to see themselves. Not just in the mirror—but in the media.