Australian retailer Sportsgirl continues to lead the charge on body diversity, this week celebrating a 10-year partnership with The Butterfly Foundation and marking the special milestone with the launch of its annual campaign, "Love Your Body Week."
The initiative aims to spark a conversation around positive body image and raise awareness of eating disorders, while continuing fundraising efforts which has seen Sportsgirl raise over $2.6 million for the organisation to date.
"Sportsgirl has a long-standing commitment to raising awareness about the severity of negative body image and eating disorders," Colleen Callander, CEO of Sportsgirl told The Huffington Post Australia.
When it comes to diversity in the fashion world it's no secret we have a long way to go. Though Sportsgirl's approach, including their commitment to using a healthy size 10 as their sample size, is something many retailers could do with paying attention to.
"From training and educating management and staff, stocking sizes six to 16, to ensuring there is a support system in place for team members who may be impacted, every facet of Sportsgirl's operation has this focus," Callander said.
According to Christine Morgan, CEO of The Butterfly Foundation there are one million people suffering from an eating disorder within Australia and less than 25 percent of those are in treatment.
We have a focus on raising funds to support essential services run by The Butterfly Foundation for people suffering from eating disorders and their families.
"We have a focus on raising funds to support essential services run by The Butterfly Foundation for people suffering from eating disorders and their families," Callander said.
Sportsgirl have also engaged a number of Australian influences to create individual pledges focused on positive body image, each one being brought to life by Queensland artist, Jasmine Dowling who has designed a custom T-shirt featuring bespoke typography to illustrate each pledge.
Today marks the start of #LoveYourBodyWeek! Growing up, it is impossible not to be effected by Body Image whether it be with yourself, your friends or a family member. So when I had the chance to collaborate with @sportsgirl for their partnership with @thebutterflyfoundation I couldn't think of a better opportunity to support a cause that I am so passionate about. Together we have created a Hopes, Dreams & Goals journal. All profits from the Love Your Body Week products go to @thebutterflyfoundation and helping those suffering from eating disorders & their Families. Shop the Journal via link in my bio. #sportsgirlstyle
Customers can support the cause by purchasing from a range of "Love Your Body Week" products in-store with all profits going to the Butterfly Foundation.