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Monki partners up with BDD Foundation for EU petition

Sophie Smith
25 November 2021

H&M Group-owned fashion brand Monki has joined the Body Dysmorphic Disorder Foundation to raise awareness for body dysmorphic disorder (BDD) and the effect of altered imagery in social media.

Supported by Monki, the BDD Foundation is starting a petition directed at the EU Parliament calling for transparency on altered images on social media. The petition's aim is to push for changes to ensure that organisations, companies and influencers are legally required to state when images have been manipulated for paid content online.

Monki will also use their digital channels to share information and educational materials with its community about body dysmorphic disorder.

Emphasised by the brand, this partnership with the BDD Foundation taps into Monki's purpose to empower young women to feel good about themselves. 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 its important work."

Body dysmorphic disorder is a distressing psychological condition where a person becomes very worried about one or more features in their physical appearance.

With about 1 in 50 suffering from BDD today, the foundation highlights how this condition is largely overlooked and undiagnosed. The BDD Foundation’s work focuses on information, early diagnosis and support in combating the disorder.

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."

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