I've written about this particular topic before when Myla Dalbesio recently broke Calvin Klein's traditional advertising image with her gorgeously curvy frame and now Sports Illustrated has broken its own bonds by using Robyn Lawley - an Australian model who also blends the industry extremes in terms of body size. I do also wonder when the term 'plus size' is going to stop referring to models who are clearly anything but. I'd really like to see a more up to date marketing term that gives us more hooks to hang these clothing sizes on. But while we get all tongue tied over what to call these rising stars of 'normal' size if that term even exists anymore - what is very clear is that something is changing and it's changing fast.
Alongside the rise of older models that I also spoke about previously, this mainstream change in model size is truly massive in terms of it's potential. As I've said before this is not about vilifying any one body type, this is simply about representing a broader range of the population. Tiffany's just broke their own glass barrier by using two male models to sell engagement rings. A bold move that we would normally see in political based advertising rather than a conservative mainstream brand.
What Robyn herself represents for me is beauty and strength but again without the use of an extreme example of a body type that can leave some of us who can't do headstand on a stand up paddle board a little out of breathe. She is curvy and strong and this is instantly inspiring for me, and isn't that the point we are trying to move towards?
When advertisers stop trying to make us feel bad enough to want their products and instead help us feel good enough to want their product I believe the results will be staggering.
This is Robyn's own swimwear line which as far as we're concerned is the way we'd like to see all brands going.
We have, as the years of history have shown, often found certain faces or body shapes to be 'in fashion' but what I have seen, really since the late 90's, is a move towards showcasing individuality. As the one end of the spectrum strives for perfection in the plastic surgeon's office to ever more extreme measures the other end of the see-saw it seems is seeing some action too.
For me seeing this girl's beauty being applauded for what it is, is far more of an incentive to hit the pool than any amount of body bashing that the tabloids come up with. I am so excited to see where this industry stands over the next decade and here at Mindful Apparel the changes we're bringing in will be right alongside this.
x Jo