BeYOUtiful, a new fashion game for African girls

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BeYOUtiful

BeYOUtiful enables African girls to select clothes and accessories to meet their body size, shape and complexion

 

Usiku Games has developed a fashion dress up game for African girls to help restore their self-confidence and African fashion sense, by reinventing the typically white-dominant fashion industry. Dubbed BeYOUtiful, the game enables African women to select clothes, accessories, and beauty enhancers to meet their body size, shape and complexion.

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The vast majority of the existing fashion games feature a white, Barbie-esque model with unobtainable body shapes. 

According to Jay Shapiro, Founder, and CEO, Usiku Games, beYOUtiful has been designed specifically to make African girls feel strong and proud of their appearance:

“In a sector that historically has caused millions of girls around the world to feel worse about themselves, we have created a refreshing alternative that celebrates African beauty, skin tone, and body shapes. BeYOUtiful harnesses the power of gamification to subtly convince girls that they can do anything and be exactly who they want to be.”

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The models in BeYOUtiful recognize the cultural modesty in parts of Africa, celebrating beauty without objectification. The game features bold curvy models, and tall slender Maasai women, dark-skinned Ethiopian women, and fairer South Asian models. 

The game also features models with albinism and girls with physical disabilities to celebrate the fact that every woman is beautiful and deserves to feel so.

The fashion available to place on these models also represents the local African cultures, including kitenge fabrics and Muslim headdresses designed by top Kenyan fashion designer Wanjiru Muriu-Anami. 

“The Western fashion games have a subliminal message of what the “standard of beauty looks like”, but for millions of African girls, with both smartphones and dark skin, they are led to believe the fashion lie that they can never successfully meet Western society’s vision of beauty. As a result, the games do not reflect their real lifestyle and circumstances: circumstances they should embrace and celebrate. We decided to address the issue of body image amongst African women and girls, by creating fashion designs and beautiful looks that they can call their own,” says Wanjiru.

The game features an amazing soundtrack written by the incredibly talented Kenyan singer-songwriter Julie Brenda.

Speaking about the game she said, “I was so excited to be a part of this project and lend my lyrics to this powerful game. I want every girl who hears the song to know that Paris and New York doesn’t have exclusivity on beauty.”

In the future, Usiku Games will be partnering with NGO’s focused on women’s empowerment, to leverage BeYOUtiful as a tool for educating girls about their potential, in a fun, unintimidating environment.

 

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