Happiest

Punyaporn Seon

primpunyaporn@gmail.com / www.punyaporns.com

In the society where the toxic beauty standard became part of Thailand’s norms and widely accepted, it negatively affected women’s confidence as a result. The Fashion Industry has an impact on how customers will have certain perceptions about their body. Meanwhile, Thailand’s fashion industry still lacks body positive support, both of their agenda and practice provided for the customers. Happiest is a promotional campaign of a bikini brand ‘Blissed Babes’, which supports body positivity and self love of women in response to current day beauty standards. The project encourages women to adopt self assurance about themselves regardless of what the society defines beauty, as well as provoke the industry to acknowledge the importance of body positivity through representation.