Jump to Main ContentJump to Primary Navigation
Top

#PerfectNever: Gigi Hadid shows off boxing prowess in empowering new Reebok campaign

gigi hadid reebok.jpg

Gigi Hadid is in the business of changing the way we view both supermodels and women; she recently hit back at those who criticised her for fighting back against a prankster who manhandled her outside a Paris Fashion Week show, and has written several open letters on body image.

Now, the 24-year-old model has teamed up with sportswear label Reebok to front the new #PerfectNever campaign.

More than simply peddling new gym kit, Hadid and Reebok’s new ads take aim at the pursuit of perfection, encouraging women everywhere to embrace our bodies and minds in all their imperfect glory.

 

@reebok @reebokwomen #PerfectNever #BeMoreHuman

A photo posted by Gigi Hadid (@gigihadid) on

Demonstrating the impressive boxing skill which helped her to react swiftly in the face of Ukrainian prankster Vitalii Sediuk’s attack, Hadid ducks, dives and shadow boxes in the campaign video, which comes with the tag line ‘Perfection is a barrier. Knock. It. Down.’

On the empowering message behind her latest gig, Hadid took to Instagram explaining:


Read more: Gigi Hadid hits back at "uneducated" body shamers


“‘Perfect’ never exceeds expectation. It doesn't allow us to reach our full potential. May we be confident and have love for who we are, but, in all that we are passionate about, may we always remember that Good is the enemy of GREAT. Don't settle.

“I’m so honored to join a campaign that’s committed to pushing these boundaries for women. Thank you @reebokwomenfor creating such an inspiring message of female empowerment - I’m so excited to be a part of it! #PerfectNever #BeMoreHuman #TeamReebok”

Tapping into the cathartic nature of exercise, Hadid has also revealed that she’s one of the many people who use working out as a stress reliever for the mind, as well as to stay in shape.

Talking to reporters around the launch of the campaign, the model, who played competitive volleyball through her teens and now cites boxing as her favourite form of exercise, noted: “Working out isn't only physical for me. It's mental. It helps me escape the noise in my head.

“It's the only time my mind goes quiet.”

 

Perfection is a barrier. Knock. It. Down. #PerfectNever #BeMoreHuman @gigihadid

A video posted by Reebok Women (@reebokwomen) on

The Reebok campaign follows a flurry of applaudable efforts by fashion brands to better represent women and their needs.

H&M recently made headlines with their feminist advert starring women of all ages, body shapes and ethnicity, working to redefine what it really means today to be a ‘lady’.

Monki meanwhile, has sought to help normalise periods, masturbation, body hair and same sex relationships with their latest campaign, which also celebrates the brands 10 year anniversary.


Read more: Why do we think it's OK to be horrible to celebrities? 


The renaissance isn’t just happening in the fashion sect, either. Kenzo’s most recent perfume advert saw Spike Jones direct actress Margaret Qualley in a brilliantly bonkers break from the norm.

Explaining why they chose to break with convention, Kenzo’s Carol Lim and Humberto Leon said: “When we think about perfume campaigns, we think about a pretty girl with a bottle.

“This clip is exactly the opposite. It’s very multi-faceted and different; it takes the spectator by surprise.”

Welcome to the age of empowerment.

Related

lauren-morelli-samira-wiley-2.jpg

This Orange is the New Black star and her girlfriend just got engaged

joanna lumley on casual sexism and catcalling.jpg

Joanna Lumley says wolf-whistling is a “compliment”

demi lovato taylor swift 2009.jpg

Demi Lovato to Taylor Swift: “Don’t brand yourself a feminist”

Comments

More

This epic new handbag range is made from pineapple leaves

Vegan fashion that doesn't compromise on style

by Nicola Colyer
26 May 2017

Relax: Amazon’s new wedding shop has arrived

Browse “unique, handcrafted items for your wedding day”

by Anna Brech
26 May 2017

This week's style list: from Annie Warhol to chandelier earrings

Indulge yourself with a treat from our hand-picked edits

by The Stylist web team
25 May 2017

Five items in your wardrobe that were inspired by Cristóbal Balenciaga

Don't know much about him? Look no further...

by Harriet Hall
25 May 2017

Daily outfit inspiration with our look at the best dressed A-listers

Casual dressing ideas from stylish celebrities

25 May 2017

25 unusual accessories to update your wedding wardrobe

Shoes, bags, jewellery and headgear to perk up your one-wear wedding wonders

by Amy Swales
24 May 2017

22 unusual and awesome Father's Day gifts

Stylish, foodie, boozy, outdoorsy: we've got you covered

by Amy Swales
24 May 2017

Summer looks like jeans that turn into shorts

You didn't know these were missing from your life

by Amy Swales
22 May 2017

A closer look at Pippa Middleton’s wedding dress

One of Britain's most celebrated designers, Giles Deacon, created the gown

21 May 2017

The feminist t-shirt everyone’s talking about on Instagram

It’s time to wear your feminist credentials front and centre

by Kayleigh Dray
19 May 2017