Body Positivity as a Trend in Fashion Brand Marketing Campaigns: An Analysis and Comparison of Approaches by Lindex, Victoria’s Secret, and H&M

This bachelor thesis explores the use of the body positivity concept in marketing campaigns by three fashion brands – Lindex, Victoria’s Secret, and H&M. The theoretical part provides an overview of the historical development of beauty standards, the influence of media on the perception of the female body, and the emergence and commercialization of the body positivity movement. The practical part includes a content analysis of selected campaigns and qualitative research conducted through in-depth interviews with women from various age groups. The aim of the research was to examine how these campaigns affect perceptions of authenticity, credibility, and emotional response among female consumers. The findings revealed that women value natural representation, consistency in brand communication, and genuine inclusion of diverse body types without apparent manipulation. Furthermore, the research showed that respondents particularly appreciated approaches that emphasize acceptance and respect for the natural body, without idealization or the pressure to view it positively. This perspective aligns with the principles of body neutrality, which emerged in the study as a more realistic alternative to traditional body positivity. Based on these insights, the thesis offers concrete recommendations for fashion brands on how to implement body-positive and body-neutral elements in their marketing communication in a way that fosters trust and strengthens relationships with female consumers.