They Call For More Curves on the Catwalk to Represent UK Women
Kicking off London Fashion Week this morning (Friday 16 February), Hayley Hasselhoff led an army of eight defiant curvy models, diversity campaigners and social media influencers questioning the lack of curves in the female fashion industry… dressed in nothing but Simply Be underwear.
Staged by online fashion retailer, Simply Be, the protest encouraged everyone to celebrate curves and be confident in their own skin. At the same time it asked why larger sized models weren’t on the runways at London Fashion Week.
The models, ranging from sizes 16 to 26, held placards declaring ‘LFW, where are the curves?’, ‘curves shouldn’t mean compromise’, ‘curves are in fashion’ and ‘fashion rules re-written’, outside the London Fashion Week show space on The Strand.
Despite the bitter temperature, the model squad, which also included body positivity activists Callie Thorpe (size 26) and Sonny Turner (size 16), then moved to London’s Oxford Circus to show off and celebrate their curvy figures in a runway-style walk, criss-crossing the iconic diagonal pedestrian crossing.
With the average size of women in the UK now being a 16, Simply Be commissioned research and found that a staggering 89% didn’t feel their size was represented on runways, in advertising, and in the fashion press.
Almost half went on to state that they felt women of their size were ignored by the high street when it came to fashion choices.
Angela Spindler, chief executive N Brown Group plc, which owns Simply Be, said: “We love London Fashion Week and anything that raises the profile of British fashion. However, it would be great to see more curves on the runway.
“We want the fashion industry to change the way it represents body shapes. This isn’t about ‘skinny shaming’ we, like our research, think that fashion should be fun and accessible to everyone regardless of size – it’s time the industry reflected this.”
Hayley Hasselhoff added: “I think it’s really important that we continue to campaign for body positivity and diversity in the industry. I was so on board as soon as Simply Be asked me to be a part of this event!
“We want to give women everywhere the confidence to be who they are. This is only achieved by showing a wide variety of models irrespective of size. By tearing up the ‘one size fits’ fashion rule book we hope to encourage any woman, whatever her size, to feel fabulous in their skin.”
Founder of the Positive Image Campaign, Kate Hardcastle said: “We have a crisis of confidence in the UK when it comes to body image. This is fuelled by women seeing just one body ideal in fashion, magazines and advertising.
“It’s time this stopped, not only does it make moral sense it also makes commercial sense for retailers and fashion houses. I applaud the protest and what it stands for. Come on its 2018 and surely it’s time to celebrate your shape irrespective of size.”
American/Canadian research has shown that diversity sells. Over 2500 women with ages ranging from 14 – 65 and dress sizes from four to 22 found that women were 200 percent more likely to purchase a product when the models were their size, 175 percent more likely to purchase when the models were within their age range and 1.5 time more likely to purchase if the model was a similar ethnicity.
In May last year, a French bill stating that fashion models need to provide a doctor’s certificate attesting to their overall physical health, confirming that they are not too skinny, came into effect. France followed similar legislation already passed in Spain, Italy and Israel.
The protest follows the brand’s The Curve Catwalk event which was held on the eve of London Fashion Week in September, championing curves and celebrating bodies of all shapes and sizes.
Simply Be’s SS18 lingerie collection features cut-out detailing, strappy bodysuits, suspender basques and detachable choker tassels, proving that there are no such thing as rules when it comes to fashion.
Models/Influencers who took part in the process included:
- Hayley Hasselhoff – size 18 – Model
- Callie Thorpe –size 22 – Social Media Influencer/Model
- Sonny Turner – size 16 – Body Positivity Activist
- Megan Crabbe – size 18 – Body Positivity Author (Body Positive Power)
- Poppy Towers – size 14 – Model
- Laura Goodwin – size 16 – Body Confidence Ambassador/Model
- Eleanor Brooker – size 16 – Model
- Coco Brown – 18/20 – Social Media Influencer
