#CatwalkContender
Today, (Friday 3rd July) leading fashion retailer Simply Be continue their national hunt for a new generation of curvy British models to fly in the face of the fashion industry’s obsession with super skinny women.
Held in its flagship store on London’s iconic Oxford Street, Simply Be is holding the last of its open castings for women above a size 12 to put themselves forward as catwalk contenders and challenge the current size limits.
On the model search panel is body confidence campaigner and broadcaster Jameela Jamil, who speaks passionately about her experiences of being body-shamed. Jameela Jamil says, “Women battle with body confidence on a daily basis and it isn’t made easier with the constant barrage of images we see portraying the ‘perfect body’.
Also lending her extensive experience is ex-curve model and MD of Milk Management Anna Shillinglaw and Cosmopolitan Magazine’s Fashion Director, Shelly Vella.
The search follows the brand’s response to the controversial Protein World advert last month. Simply Be countered the ‘Are you beach body ready?’ posters by taking ad space at Knightsbridge tube station with a spoof featuring a size 16 model and the words ‘Every Body Is Beach Body Ready’.
While steps have been taken by some in the industry, Simply Be believes more women above an industry-standard size 8 need to be represented in fashion campaigns - especially as the average dress size in the UK is a 16.
Cath Ryan, Head of Brand at Simply Be says, “As a retailer who caters for women sized 12 to 32, we have always photographed our clothing on curvy women - but the pool of models is so narrow that we’ve decided to ask women of the UK to help us usher in a new wave of women that can help us change the face of fashion.”
Continues Simply Be’s CathRyan, “We all see beautiful women on streets of the UK daily who could easily have a successful career in modelling, but they think that their size is a barrier. The truth is that the industry is starting to change, but we need women to help us drive through this change quicker.”
Simply Be are appealing to British women to tweet or Instagram their full length picture to @Simplybeuk using the hashtag #CatwalkContender.
The Oxford Street casting is the last of five castings held in stores around the country and will be held from 11 am until 2 pm.
- Leeds - Wednesday 1st July 2015
- Edinburgh - Thursday 2nd July 2015
- Oxford Street - Friday 3rd July 2015
- Belfast - Thursday 9th July 2015
- Manchester- Friday 10th July 2015
Entry Criteria:
- Size 12 +
- 5ft 8 +
- Wearing something that will define your shape
- Hair down but away from face
- Minimal/Natural make up
- Choose your background carefully - pick somewhere that isn't cluttered/busy with good light
The Prize:
- One Years modelling contract with Milk Model Management
- Model for Simply Be’s Christmas campaign
- £1000 to spend at Simply Be
- 12 Months Subscription to Cosmo
- Cosmo goody bag worth £150
For more info on how to enter please visit http://www.simplybe.co.uk/sb-edit/catwalk-contender
-ENDS-
Notes to editors
N Brown Group is a leading multi-channel retailer headquartered in Manchester employing over 3.200 people. The company's strategy has been to focus each of the brands in its portfolio towards niche markets, which are poorly served on the high street, such as the plus size and more mature customer segments. The Group has total sales of over £830m as of May 2014 with online sales representing over 58% of total revenue. As part of its multi-channel strategy, N Brown Group operates ten Simply Be stores across the UK of which nine are dual facia with Jacamo. Current brands include Simply Be, Jacamo, Fashion World, JD Williams, Marisota, House of Bath, Figleaves, Gray & Osbourn and High and Mighty. The Group is listed on the London Stock Exchange (LSE: BWNG) and is a constituent of the FTSE250
