Dear Fashion Leaders and Marketers: we urge you to make a difference to the health of millions of girls and women. Inspire girls and women with looks that are beautiful and attainable by casting responsibly and retouching minimally.
Still need convincing?
MYTH: Casting only thin models is harmless.
REALITY: Even brief exposure to images of airbrushed-to-perfection models has been shown to negatively impact self-esteem and body image, making girls and women more susceptible to eating disorders. What research says.
MYTH: You’re only giving women what they want.
REALITY: The fashion industry sets the aesthetic, not us. And when you only offer women one ubiquitous look, what choice do we have but to assume this is the ideal? Besides, what woman truly ‘wants’ to feel depressed and inadequate after leafing through a fashion magazine? What research says.
MYTH: Only fashionistas are at risk.
REALITY: Virtually all women compare themselves to the models in maga- zines. That includes your mother, your sister, your daughter and maybe even you. Considering the average model is 23% thinner than the average woman, it’s no surprise so many of us end up with body issues and low self image. This can inhibit girls from attending sleepovers or taking part in sport. It can stop women from attending job interviews. What research says.
MYTH: Curves are making a comeback.
Really?
REALITY: Despite what you say, there’s no true evidence of your models’ stats going up; but there is plenty to suggest that eating disorder stats have: one out of four teenage girls now fast, binge or purge. Over half of all women diet. The death rate for anorexia has climbed to 20%. There’s a growing movement of ‘thinspiration’ websites where girls share tips on things like purging, or inspire each other to starve with photos of emaciated fashion models and celebrities. What research says.
MYTH: Curves don’t sell. Without photoshop, models wouldn’t be aspirational.
REALITY: By choosing to keep retouching to a minimum, you could score major points with women by celebrating us for who we are, not who we aren’t. Witness the raves and sales success with which fashion spreads using more diverse body types have been received. You may also gain kudos from your peers for being truly ‘on the edge’. Your leadership is needed in a culture where women are increasingly resorting to cosmetic surgery to achieve a look that is essentially a lie. What research says.
MYTH: There’s an obesity epidemic. Casting ultra thin models can only help.
REALITY: Guess what? Fear of fat and a preoccupation with weight loss can actually cause weight gain along with impaired judgement, mood swings and loss of sex drive. What research says.
MYTH: Those who say that “thin models are ugly” are “fat mommies with their bags of chips in front of the television” as Karl Lagerfeld famously said.
REALITY: First off, let us clarify; we have nothing against thin models, just the very dangerous practice of promoting an impossibly thin look at the exclusion of all others. Secondly, you only have to witness the public response to photo shoots with average-sized models and the early response to our own online petition to see that it’s not just ‘fat mommies’ who want you to broaden your definition of beauty. Virtually all women are tired of treadmills, rice cakes and the constant pressure to model ourselves after a look that is, for most of us, unattainable. Besides, we totally believe you have the creative panache to go beyond the cliché of the thin, leggy, tall look. What research says.
Please take this first step. Surprise us and encourage your colleagues to do the same by signing the pledge above.
We thank you for visiting this website. It gives us hope that discussion as well as real change are possible.
Articles:
- Karin Jasper examines how images of women in advertising are used to tell a particular story. Messages from the Media
