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Monki partners up with BDD Foundation

Scandi fashion brand Monki has joined the Body Dysmorphic Disorder Foundation to raise awareness around body dysmorphic disorder (BDD). BDD is a distressing psychological condition where… View Article

FASHION RETAIL NEWS UK

Monki partners up with BDD Foundation

Scandi fashion brand Monki has joined the Body Dysmorphic Disorder Foundation to raise awareness around body dysmorphic disorder (BDD).

BDD is a distressing psychological condition where a person becomes very preoccupied with one or more features in physical appearance. With about 1 in 50 suffering from BDD today, this condition is largely overlooked and undiagnosed. The BDD Foundation’s work is focusing on information, early diagnosis, and 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. This would push for changes to ensure that organisations, companies, and influencers are legally required to state when images have been manipulated for paid content online. Tapping into an already important and ongoing movement recent years have seen changes in law in Norway and France.

Kitty Wallace, Head of Operations at the BDD Foundation said: “One important part of the BDD Foundation’s work is to remind people not to compare themselves to others. Altered images can affect our body image, triggering body dissatisfaction and exacerbating BDD symptoms. We see this petition as a vital tool for approaching the EU Parliament to raise questions and drive real change.”

For Monki, the partnership with the BDD Foundation taps perfectly into the brand’s purpose. Since day one, Monki has been about empowering young women to feel good about themselves, just the way they are. Diverse casting, transparent retouch guidelines and #nofilter campaigns are some of the brand’s work to support this mission.

Jennie Dahlin Hansson, Managing Director at Monki said: “Monki is a purpose-driven fashion brand, and together with our community, partners and collaborators we want to be part of driving change in the world. 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.”

Monki will use their digital channels to share information and educational materials with their community about body dysmorphic disorder. More info about BDD and the petition can be found on monki.com and on bddfoundation.org.

 

 

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