To promote its new collection of seamless underwear, the Hema chain of stores is opening up more to inclusivity by highlighting a model with an ostomy.
Representing all women is the goal of the Hema store chain. For its new advertising campaign, the Dutch brand has decided to collaborate with Lynn Quanjel, a model with an ostomy. The young woman was chosen to promote a collection of seamless underwear. By highlighting this type of profile, Hema simply wants to prove to its customers that its products are intended for everyone, without exception. And by opening up more to diversity, the brand is right on target. On social networks, the reactions of Internet users were not long in coming and the images of the campaign were unanimous!
A life changed overnight
A model by profession, Lynn Quanjel’s life changed overnight. “My bowels had been bothering me for some time. I was hospitalized as the coronavirus pandemic hit. No medication helped, I had lost 10 pounds in two weeks», Said the young woman during an interview with Nieuwsblad. The verdict is in: Lynn Quanjel has to have part of her intestines removed. Doctors have no choice but to put her in an ostomy.
“The digestive stoma is an opening created in the colon or small intestine to pass stool when it can no longer be passed by natural means. It can be done during surgery to remove a tumor that has invaded the small intestine, colon or rectum. It is created through the abdomen. Concretely, part of the colon or the small intestine is connected directly to the skin of the abdomen at the level of which an opening is made to create the stoma. The stool is thus evacuated from the colon or the small intestine through the stoma and is collected in a special pocket, stuck on the stomach, around the stoma.», Can we read on the website of the National Cancer Institute.
My goal is to make wearing an ostomy as normal as possible
Despite the many concerns, the installation of the ostomy did not prevent Lynn from pursuing her career in modeling. Today, it even makes it a strength. “My goal is to make wearing an ostomy as normal as possible», Said the young woman. This advertising campaign was therefore a great way for her to break the taboo around the ostomy, but also and above all to advocate diversity and self-acceptance.
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Suffering from a rare skin disease, she becomes a model to promote diversity
Helena Ergisi
Lifestyle journalist passionate about fashion, Helena keeps you informed of the latest trends that are buzzing on the Web and will be happy to share her many tips with you. Don’t miss its …