Stretch Marks, Cellulite and Empowerment Star in Latest Campaign by Blur for Violeta by Mango

I am what I am.
No excuses.
I am queen, goddess, lover & fighter.
I am the one who accepts opinions, but avoids looks that praise, exalt or tell off.

I am what I feel.

I am what I want.

I am whatever makes me feel proud of going out & shout out to the world:

I AM WHAT I AM

Blur produces the newest fashion campaign for Violeta by Mango directed by Ginesta Guindal along with McCann Barcelona, starring the famous plus-size American model Ashley Graham & along with powerful soundtrack written by Gloria Gaynor. The campaign reclaims the end of the female fashion stereotypes showing self-confident women with curves, cellulite, stretch marks, and a powerful call to confidence with the claim ‘I am what I am’.

With this message, Mango launches its new fall-winter collection for its big-size collection brand, Violeta. McCann bets on giving up stereotypes & cheers women to feel more confident in their own bodies. The spot, lead by Ashley Graham, is made up of woman who transmit a positive attitude of sensuality & confidence, showing themselves grateful for who they are with no fear.

The entire creative team and most of the production crew was formed by women, lead by the McCann’s creative director Marta Llucià, Blur’s producers Laia Vidal and Anna Mayolas, and director Ginesta Guindal. The DoP was Miquel Prohens & Carla Moreno took over the Art Direction.