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  • models
  • Mark Fast S/S 10 plus size models
    Mark Fast (2009) ©
CASE STUDY

Model behaviour: from hero to zero

Real women spend real money and they favour brands which reflect their identity. Catherine McColl looks at the model debate in publishing.

Location North America / Northern Europe / Western Europe

Scope
The modelling industry has always been plagued with drama; whether it’s underage exploitation or rampant drug use, it seems to be a hotbed for social debate. In recent years, the use of size zero models on the catwalk and in campaigns and magazines has come under particularly close scrutiny, with many international brands taking action.

Some brands are choosing to portray increasingly realistic body images, such as Dove's worldwide Campaign for Real Beauty, launched in 2004, which shows women of varying sizes celebrating their figures. Although this may have been seen by ...

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