As an army of size zero models get ready to step on the London Fashion Week catwalk, Simply Be announces its size 16 model search winner.
While size 16 Candice Huffine and Ashley Graham are paving the way for the future, there is still a lack of curve models compared to the abundance of catwalk models commonly weighing in at a UK size 4.
Rosie Clough, 20, from Manchester hopes to change that, after taking Simply Be’s model search competition’s top prize of a year’s model contract.
Unlike France, the UK has failed to introduce a minimum BMI requirement for catwalk models which is continuing to present an unattainable body image to young and impressionable women.
#CatwalkContender was a nationwide search to find the UK’s next top curvy model to represent the population in terms of size.
The four finalists – Rosie, Chanelle Mustafa size 20, Angel Afrika size 14 and Charlotte McGuinness size 12 - can currently be seen on the small screen in Simply Be’s AW15 TV ad campaign.
#CatwalkContender judge and body confidence campaigner Jameela Jamil, who is launching a size inclusive collection for Simply Be, comments: “It’s a shame that women still aren’t represented on the catwalks during fashion week, especially as the average dress size in the UK is 16.
“For so many, a models body shape and size is very unachievable, but thanks to the media we are lead to believe that this is ‘perfection’.
“Rosie has a beautiful body and is set to be an inspiration for us all.”
Simply Be’s new TV ad, filmed in New York, reveals a fresh, representative approach to marketing fashion by throwing the spotlight on Rosie, Chanelle, Angel and Charlotte (sizes 12 to 20) battling to win a professional modelling contract.
Head of Brand for Simply Be, Cath Ryan, said: “Simply Be promote attainable body ideals in all advertising, so we are always on the hunt for new curvy models to work with and quite frankly, there just isn’t enough that represent real women of the UK.
“While the message behind the advert is about equality in fashion, the main focus is on four super stylish girls who look good and exude confidence regardless of their size.”
The ad campaign acts as a trailer for a three part film which documents the #CatwalkContender competition from start to finish.
The first instalment will be available to watch online at simplybe.co.uk from Friday 18th September.
Competition winner Rosie is now set to begin her model career with Milk Management.
Rosie says: “I’m totally overwhelmed and don’t think I’m over the shock. The journey so far has been amazing and I can’t wait to start modelling professionally – and show what a woman with curves can do!”
“I really hope my story inspires others to follow their dreams.”
MD of Milk Model Management Anna Shillinglaw comments, “Rosie is a welcome addition to the curve board here at Milk.
“She has proved she looks amazing in front of the camera and has the right personality to make it in the industry. I’m predicting big things for her!”
Simply Be’s AW15 collection is available online now www.simplybe.co.uk.
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For further information, please contact: Laura Costin: 07875559844 or [email protected]
Notes to editors
Jameela Jamil for Simply Be
Jameela Jamil for Simply Be will be available to buy in stores and online from 6th October. Available in size 10-32 with prices start from £25 ranging to £110 for a red faux fur coat.
The best sellers are tipped to be a Studio 54 inspired leopard print maxi dress priced £70 and the ultimate party piece of the season - the red prom dress priced at £75
N Brown Group
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.
