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Pamela
25th July 2011, 01:26
I'm not as much of a follower of the Danish plus-size label Carmakoma as some people are, because their promotions tend to be a bit too modernist for my taste. However, the company recently created a promotional video called Boost Your Carma ("carma," not "karma" - an obvious pun on "carma" in "Carmakoma") which is very much worth seeing.

The video stars a Danish plus-size model named Line Mikkelsen who is quite attractive and, more importantly, visibly full-figured. The footage celebrates her plus-size beauty, from the roundness of her arms to the dimples at her knuckles. She looks soft and well-fed - gorgeous.

Watch the video first before you read the company's description, below. Note that this was filmed before Vogue Italia's "Belle Vere" issue, so Carmakoma came up with the idea of a hotel-room setting on its own.

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Here's what the company has to say about the video. It's quite a compelling text:

Carmakoma's new film Boost Your Carma is a vivid illustration of the curvy woman of today.

"The main character in the film is like the Carmakoma woman. She feels free in her body, uninhibited by other people's opinions. With an understated decadence she is playing with the forbidden showing her bold femininity and her urge for life in a sophisticated and extremely sexy manner," says Heidie Lykke and Angelica Weiss, the two women behind carmakoma.

The film is created as a visual collage with a boost of feelings, states of mind, actions and expressions. The Carmakoma woman likes challenges and to explore herself. However, she finds calmness and strength from inside. All of these qualities makes her beauty radiate. The gorgeous styles on her body establishes a balance between her inner and outer expression, so you are not in doubt about her identity. She is a pioneer who is not afraid to use her femininity in her stride forwards. Like a modern Marilyn Monroe

In a celebration of the curvy woman the film is inspired by Helmuth Newton's classical and iconic fashion frames and an observing and sensual camera posture like the filmic portrait of "the perfect human" by the Danish film maker Jørgen Leth.
I love the references to the "forbidden" aspect of such "bold femininity," and how the model is said to "feel free in her body" and "uninhibited." The clear implication is that this is a goddess who loves food and eats whatever she wants and as much as she wants, and even enjoys the transgressive implications of such rich self-indulgence.

The Carmakoma web log features a post with a host of behind-the-scenes images from the shooting of the video. The model looks quite luscious in these photos.

http://blog.carmakoma.com/2011/01/backstage-image-film-ss-2011.html

The company also released a magazine (http://carmakoma.com/magazine/?target=magazine-2011-spring) and lookbook (http://carmakoma.com/magazine/?target=lookbook-2011-spring) as part of this promotion. Some of the images are attractive, some less so, but the real beauty is to be found in the sensual video.