XX ELLE

by Benjamin Kanarek

Fashion silhouettes and the models used in most spreads in all of the major Fashion Magazines are generallyquite sleek. Woman who read these magazines aspire to the precedents setby these Trend Makers. It is more often than not very frustrating forthe readership to have to live up to the standards being set by thoseinfluential glossies.



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 associatedregimes to do so are astronomical. Considering that purchasing oneadvertising page in one of the above giants cost between $25-35k, youcan 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 reallycater to the present physical state of a large sector of the potentialreadership population. In fact, they more often than not alienate thosepotential adopters of the Mega-Magazines, by not directly communicatingwith them. They treat Plus Sized woman as a malady and not a normal factof life, thus alienating them even more so.

Hungry by Crystal Renn

However, there has been some stirring amongst the general female populace and some magazines arestarting 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 ModelTara Lynn at FORD Agency. To say it was a cultural shock, would be anunderstatement. We have become so accustomed to size “0″ models featuredon most covers that the shock and awe stopping power of this one becamea huge seller, outselling their average weekly sales by a Large Margin…No Pun Intended.


THE WHOLE STORY HERE

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