If there is anything that the whole zero model debate has done for the fashion industry, it is to slap them in the face with reality. The majority of the female population, at least in the US, is a size 12-14. So would it hurt anyone to start using models that most of us can relate to? One store in Britain has decided to start listening to its customers…make that size 12 customers.
John Lewis, one of the UK’s leading department stores, has hired a 5’8” size 12 model, Lauren Moller (pictured above), to promote their new 2007 swimwear collection in their advertisements. After an in-store polling of their customers, they found that 80% of women size 12+ purchases their swimwear. Since their customers can’t relate to a waif model, they decided to forgo the norm and use a model that was representative of their customer base. Quite honestly, I think this move alone may help them sell more swimwear. Their customers will begin to feel a connectedness with the store once they can relate to the woman wearing the swimwear they came to buy. If it is representative of them, they will be more likely to make a purchase versus a model several sizes smaller wearing a swimsuit that the customer may feel is an unattainable fit for themself.
With yet another model dying from “complications of malnutrition,” which is just a fancy way of beating around the bush to avoid saying she was anorexic, I can’t see how we can continue to ignore the fact that the majority of women are not size zero, yet models in the fashion industry starve themselves to keep up an image that is not at all representative of most of us. Certainly I am not promoting representing an unhealthy lifestyle, but since size and weight are subjective in a sense without knowing a person’s height and bone structure, I guess I am just baffled why size (larger than zero) is made into such an issue in fashion. I hope many retailers follow John Lewis’s lead and I bet they will be laughing all the way to the bank.
Comments (6)
YEAY! A size 12 model? This is fabulous! I am sooo glad you posted about it!
Posted by T. | February 22, 2007 5:50 PM
Posted on February 22, 2007 17:50
Sorry, guess I should've left my full name in my last comment, so that you know I wasn't being sarcastic.
Anyway, even though I'm larger than a size 12, I am really glad that the modeling world is going to have a more "real" looking women!! I get so depressed seeing all the stick people on the catwalks. =P Its refreshing to hear that someone closer to my own size will be modeling!
Thanks!
Tammy
Posted by Tammy | February 22, 2007 11:12 PM
Posted on February 22, 2007 23:12
It's always hard to tell when someone is being sarcastic and when they are sincere, especially on such a touchy subject as weight.
I'm glad to hear you feel the same way I do about this size 12 model...now if only we could do this in the states. ;)
Posted by Shannon | February 22, 2007 11:54 PM
Posted on February 22, 2007 23:54
Yes. The United States has some improving to do in this area.
Posted by Tammy | February 23, 2007 3:46 PM
Posted on February 23, 2007 15:46
I think that this is a very smart move. Women have enough emotional problems dealing with buying swimwear. The model looks fabulous and the customer will believe that they will look great in that suit too.
Posted by Cindy | March 20, 2007 11:49 AM
Posted on March 20, 2007 11:49
I was never so appalled when I once read that size 12 was considered plus size. It also completely aggrevates me when I see size 0-4 models advertise for stores such as Lane Bryant. I think what John Lewis is doing is very commendable to say the least. We are sending messages to our children that the only way you can be beautiful is to be anorexic. I struggle just to stay at a size 10-12 and displaying that as a bad image is depressing. If more of the fashion industry would follow this lead, I think it would open new doors for many.
Posted by Leslie | March 27, 2007 1:13 PM
Posted on March 27, 2007 13:13