Elly Mayday was the professional name of Ashley Shandrel Luther (April 15, 1988 – March 1, 2019), a Canadian fashion model and activist who used her public profile to raise awareness of women's health issues, especially ovarian cancer. She became widely known for continuing a modelling career while undergoing treatment and for appearing in unretouched images that showed surgical scars and chemotherapy-related hair loss.

Early career and public profile

Mayday worked as a commercial and fashion model and frequently spoke about body image and industry labels. Although agencies and publications sometimes categorized her as a plus-size model, she rejected that term as reductive and described herself as a size 14 who represented many ordinary bodies in fashion. Her visibility increased after a series of editorial shoots and campaigns that emphasized natural appearance and body acceptance. She was photographed for mainstream publications and fashion campaigns, which helped bring greater attention to nontraditional representations in advertising. For examples of her modelling work see related coverage of her modelling.

Diagnosis, treatment and advocacy

In 2013 Mayday was diagnosed with an uncommon form of ovarian cancer that medical reports described as more typically seen in older women. She underwent surgery and chemotherapy, and she did not conceal the physical effects of treatment. Photographers documented her post‑operative scars and bald head, and these images were used intentionally to challenge retouched beauty standards. Her cancer experience became an integral part of her public voice: she used interviews, social media and appearances to discuss symptoms, the emotional effects of treatment and the importance of early attention to women’s health. Several articles and campaigns addressing ovarian cancer referenced her story; see general information on ovarian cancer and her published photographs showing surgical scars.

Notable campaigns and public response

Mayday appeared in campaigns that foregrounded unretouched bodies. In 2015 she was one of several models featured in a lingerie initiative that aimed to broaden representation, and she was also involved in editorial work for prominent magazines. Public reaction to her images was mixed: many praised her openness and the way she destigmatized bodies altered by illness, while others debated industry labels and how the fashion world depicts health and size. Her visibility contributed to wider conversations about authenticity in advertising and the limits of conventional beauty norms.

Legacy and final years

Mayday continued to speak publicly after her initial diagnosis and through further treatments. She died of the disease in a Vancouver hospital on March 1, 2019, at age 30. Her work left a mark on discussions of body positivity and illness visibility in fashion and media: advocates cite her images and interviews as influential in normalizing visible signs of medical treatment and in encouraging people to seek medical advice for persistent or unusual symptoms. News reports of her death were published from Canadian outlets and international fashion coverage; a local context for her passing is available through reporting about her death in Vancouver.

Notable facts

  • Born Ashley Shandrel Luther and professionally known as Elly Mayday.
  • Diagnosed with an uncommon form of ovarian cancer in 2013 and continued modelling during treatment.
  • Refused the restrictive implications of industry "plus-size" terminology and advocated for representation of everyday bodies.
  • Featured in campaigns and editorials that used unretouched images to show scars and hair loss from chemotherapy.

Her public life combined professional modelling with personal advocacy, and her example is often referenced in discussions about the intersection of illness, identity and representation in contemporary media.