Fashion silhouettes and the models used in most spreads in all of the major Fashion Magazines are generally
quite sleek. Woman who read these magazines aspire to the precedents set
by these Trend Makers. It is more often than not very frustrating for
the readership to have to live up to the standards being set by those
Pharmaceutical and cosmetics companies make a fortune on their magic formula’s, which they regularly advertise in the Beauty or Fitness sections of ELLE, VOGUE, Harper’s BAZAAR, Marie Claire, etc… The income generated by catering to weight lose and the associated
regimes to do so are astronomical. Considering that purchasing one
advertising page in one of the above giants cost between $25-35k, you
can now begin to calculate the importance of this sector.
The Dove campaign is a case in point. But, the problem up to now has been,
although weight lose regimes are advertised, the magazines do not really
cater to the present physical state of a large sector of the potential
readership population. In fact, they more often than not alienate those
potential adopters of the Mega-Magazines, by not directly communicating
with them. They treat Plus Sized woman as a malady and not a normal fact
of life, thus alienating them even more so.
However, there has been some stirring amongst the general female populace and some magazines are
starting to react. Most recently with French Marie Claire’s’ Special Un-retouched April 2010 Issue and in the March 26th, 2010 French ELLE (a weekly), they grace the cover with XXL Model
Tara Lynn at FORD Agency. To say it was a cultural shock, would be an
understatement. We have become so accustomed to size “0″ models featured
on most covers that the shock and awe stopping power of this one became
a huge seller, outselling their average weekly sales by a Large Margin…
No Pun Intended.