Dressmann deals with distorted physical ideals

Today Dressmann launches a new campaign showcasing seven men just the way they are to broaden the picture of what a perfect body can look like.

A study conducted by TNS Sifo in cooperation with Dressmann shows that a third of all men in Sweden and Norway had negative feelings regarding the way their bodies look during the last six months. In fact, a lot of men worry more about their body’s appearance than their economy or their social relations.

The majority of people think that our unhealthy obsession with the body is a result of what’s presented in advertising. That’s why we will do what we can to change this. We want to take responsibility.

We can’t change the world in a day. But we have to start somewhere. As a first step we’re launching our new campaign for Man Underwear showing that every man is perfect just the way he is.

Our hope is to be part of changing the one-sided image of bodies and body ideal mediated by the fashion industry. We want to overcome limiting beliefs that some bodies are better, more beautiful or more normal than others. Simply we want to show that there is no perfect man, there are only perfect men.” says Knut Vidar Nilsen, Marketing Director at Dressmann.


The campaign is developed together with the ad agency Forsman & Bodenfors, production company Indio and photographer Peter Gehrke. It consists of TV commercials, outdoor, print ads and digital marketing and it will go live today in Sweden, Norway, Finland and Austria. The music is a newer version of Billy Joel’s classic “Just the way you are” by Maja Francis.