Strictly’s Dianne Buswell decorates her armpits and calls on women to ‘celebrate their underarms’ for new campaign

Strictly’s Dianne Buswell decorates her armpits and calls on women to ‘celebrate their underarms’ for new campaign

STRICTLY'S Dianne Buswell and Brooklyn Beckham’s ex Tallia Storm have called on women to ‘celebrate their underarms’.

Australian ballroom dancer, Dianne, 30, and feisty Scottish pop singer, Tallia, 20, issued the 'call to arms' as they proudly flaunted their underarms to reveal golden shooting stars.

Cassie Lomas, celebrity make-up artist to stars such as Little Mix, designed and applied the cosmic graphics over the weekend.

Dove is behind #ArmsUp which was launched after a study commissioned by the personal care brand found nine in 10 women feel self-conscious about their underarms.

Dianne, who was paired with now-boyfriend Joe Sugg on the last series of Strictly Come Dancing, said: "I’m dancing with people I’ve never met before and there’s definitely been times where maybe I haven’t shaved or I hope I smell alright.

"It’s fine to be real and natural – I just think go and do it, live life – don’t worry about being ‘perfect’.”"

The majority of the 2,000 women polled said they had at some point felt ‘embarrassed’ and ‘unsexy’ as a result of their underarms.

Of the younger females who took part in the study, one in 10 have avoided spending time with their partner or friends because of underarm inhibitions.

A third have felt so concerned about their underarms they avoided exercising, while 34 per cent claimed their lack of underarm confidence has held them back in their careers.

The biggest worries among those polled were stubble, hair and sweat patches – followed by smell and ‘armpit fat.’

Tallia, who first rose to prominence when she duetted with Sir Elton John aged 13, said: "I think everyone should be celebrating their underarms and getting their arms in the air."

Featuring the #ArmsUp star graphic on her underarms, the R&B star performed at both Netball World Cup semi finals – and the final itself.

The unique embossment was also on show when Tallia appeared at the Liverpool International Music Festival over the weekend.

She added: “When I’m on stage my arms are all over the place so I want to celebrate underarms."

The research also found six in 10 women have felt ‘judged by others’ – purely based on the appearance of their underarms.

And they also believe ‘underarm pressure’ is ‘ingrained into society’.

This study revealed this burden particularly weighs down younger women – half said they remove underarm hair to conform to society’s standards.

Cassie Lomas, celebrity make-up artist, said: "I was really passionate about joining Dove in the mission to help everyone get rid of inhibitions about their underarms.

"We shouldn’t even worry about them and when I was asked to celebrate the beauty of the underarm with the #ArmsUp applique, I was quick to put my arms up in support.

"Festival season is the perfect time to get creative with glitter, appliques and fashion, so show off your style, underarms and all."

James Griffin, marketing director, Dove Deodorants, said: "As a brand that spearheaded the real beauty movement, we wanted to delve deeply into why women of all ages, but in particular Gen Z, feel constrained and inhibited when it comes to their underarms.

"Our research shows that societal ideals are impacting women’s body confidence and we wanted to turn this on its head and celebrate underarm diversity.

"We’re proud to be partnering with fantastic talent such as Cassie Lomas, Dianne Buswell and Tallia Storm to encourage all women to let go of their inhibitions and put their #ArmsUp."

Dove has released a limited edition #ArmsUp Anti-perspirant spray which is available now at Superdrug stores.

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