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

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Amy Lewis

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.

A post shared 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:

“‘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”

A post shared by Gigi Hadid (@gigihadid) on

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.”

A post shared 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.

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.


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Amy Lewis

Amy Lewis is a freelance writer and editor, a lover of strong tea, equally strong eyebrows, a collector of facial oils and a cat meme enthusiast. She covers everything from beauty and fashion to feminism and travel.

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