The campaign, celebrating unity, diversity and acceptance, is in collaboration with Glassbook, and marks the first-year anniversary of The EveryMAN Project
The campaign features an inclusive cast of 12 men with various body types and ethnicities. Consisting of 14 images, the campaign is inspired by Solange Knowles’s music video for Cranes in the Sky and the work of photographer Carlota Guerrero. There’s even a nod to Dua Lipa’s New Rules music video, in which togetherness and solidarity is a key feature.
The intention behind the shoot? Celebrating unity, brotherhood and embracing vulnerability.
Unity, Diversity & Acceptance We celebrated our first-year anniversary in collaboration with @glassbook by creating our own underwear campaign showcasing an inclusive cast of 12 men across various body types and ethnicities. In a society where people who are plus size or just have a body type that’s not deemed conventionally attractive by mainstream fashion or media brands, this underwear shoot is a bold and empowering statement on where we are shifting as a culture View all images @glassbook Link in bio Photography/Creative Direction @tarikcphoto Magazine: @Glassbook Underwear: Models own & pairs sponsored by @parkeandronen Jewelry & Gold Robe: @charantgold Styling/Direction @marknglin MUA @_jarrett_brandon_ @spankdog1087 Photo Assistants: Beth Hicks & @beenasty_ Model Credits @benbartels_ @lamar_brandon @giorgioalxndr @ourson_chapter @toocurvytobestraight @tamagoochi @marquimode @justchristopher86 @frankel_the_lionhaired @withlovelaquan @fatchuckbass @jmeinnyc #bodypositive #bodypositivity #effyourbeautystandards #bopowarrior
The EveryMAN Project was founded by photographer Tarik Carroll following an “April Fool’s joke” by US brand American Eagle. In 2016, the brand created an underwear campaign featuring men with various body types, only to claim it as an April Fool’s hoax.
On their first anniversary, Carroll says: “We created a visually engaging underwear campaign that truly encourages men to love and celebrate themselves as they are.
“This shoot is a celebration of beauty, diversity, inclusion and self-love.
“With each shoot our goal at EveryMAN is to continuously challenge industry constructs and ideals on male beauty, as well as dispelling toxic masculinity.”
Author, influencer and body positivity activist Megan Jayne Crabbe (@bodyposipanda) shared the campaign on our own Instagram, not only expressing her love on EveryMAN but bringing the campaign to the attention of her one million followers.
We really love this campaign, and hopefully this is something we will see more often - not only as a awareness campaign, but as a normality in fashion and the media.
EveryMAN really hit the nail on the head in their post, which reads: “In a society where people who are plus size or just have a body type that’s not deemed conventionally attractive by mainstream fashion or media brands, this underwear shoot is a bold and empowering statement on where we are shifting as a culture.”
Photography | Tarik Carroll