#GBSQUAD is not a traditional campaign; it basically embodies the lives of our squad on social media. It showcases the community of our customers, our employees, our babes around the world slaying our clothes, sharing their outfits, inspiring and supporting each other. So being bold, brave, feeling good and looking good is an integral part of #GBSQUAD. What might seem like a hard or controversial decision for another brand, in reality, it was not like that for Goodbye Bread because being inclusive and supporting individuality is a main part of our culture. We do a lot of things without overanalysing them or necessarily filtering them through a media angle.
When I met our model, I was so struck by her beauty and how cool she looked that I didn’t even notice her scars. The first time I noticed them was when she arrived at our studio to shoot the campaign but we never thought of retouching them. Why should we, anyway? We have a no-retouch policy since day one. We are not retouching stretch marks, bruises, freckles etc. So we didn’t really have a conversation about this within the company. For us, our model is beautiful the way she is, so it never crossed our mind to retouch her scars. Retouching someone’s body feels so 2000s to me.