In support of the BDD Foundation’s efforts to raise awareness around Body Dysmorphic Disorder, Monki takes aim at the deceptive images we’re exposed to on social media
In the age of social media, easily filtered, curated and edited perceptions are reality. This leaves brands, however incidentally, with a responsibility to echo what is realistic and set the record straight on what isn’t.
For the month of November, this is what Monki takes on, specifically looking into one psychological condition amplified by social media.
In partnership with the UK-based support group, Body Dysmorphic Disorder Foundation, the Scandinavian fashion brand intends to raise awareness around body dysmorphic disorder (BDD) or the unhealthy preoccupation with one or more features in one’s physical appearance. Kitty Wallace, the Head of Operations at the BDD Foundation, adds: “Altered images can affect our body image, triggering body dissatisfaction and exacerbating BDD symptoms.” Today, about one in 50 people suffer from BBD—all without proper awareness of the condition or diagnosis.
Together, Monki and BBD Foundation have released a statement about focusing on getting information out, encouraging early diagnosis, and finding support in combating the disorder. “The BDD Foundation, supported by Monki, will start a petition directed at the EU Parliament calling for transparency on altered images on social media,” readst his statement. “This would push for changes to ensure that organizations, companies, and influencers are legally required to state when images have been manipulated for paid content online.”
Monki, as a purpose-driven fashion brand, has long advocated for women empowerment through diverse casting, transparent retouch guidelines and #nofilter campaigns. The partnership with the BDD Foundation, which directs its attention to the EU Parliament, is only a step further in the right direction for the brand, as it calls for transparency on altered images on social media.
“We believe we have the responsibility to use our global platform for good, and we are very proud to be partnering up with the BDD Foundation and supporting their important work,” says Monki Managing Director Jennie Dahlin Hansson. With this, Monki will begin to use their digital platforms to share educational resources about BDD.
Art Matthew Ian Fetalver