A massive 81% of women think brands are just ‘ticking a box’ when they feature curvy models, failing to show a broad enough range of diversity in their advertising campaigns, according to new research.
The report from online retailer Simply Be also reveals Michelle Obama and Kate, Duchess of Cambridge as favourite modern-day icons, highlighting that typical pin-thin fashion models are no longer cutting it when it comes to women others admire and aspire to emulate.
Two thirds of women don’t relate to supermodels and fashionistas that regularly grab the media spotlight, leading to feelings of being overlooked and misunderstood.
The poll reveals a top ten of new icons showing body positivity campaigners, such as actress Jameela Jamil and plus size model Ashley Graham are considered better icons than famous fashion models.
The study which questions 2,142 UK women aged 18-40, comes as Simply Be launches a major campaign to redefine the fashion icon, putting curves centre stage.
An army of real-life mannequins, ranging from sizes 12-24, each holding a newspaper displaying the headline “We Need New Icons” stood outside London’s Freemasons’ Hall on Wednesday (Oct 2) in front of a large-scale projection screened onto the walls of the famous Covent Garden building.
The campaign hopes to reverse the stereotype image seen on TV and in movies where curvier girls are depicted as the “funny friend” while advertising uses them to portray the “girl next door” rather than polished, glamourous and sexy in a leading role. Only one in 12 of those surveyed (8%) believe that curvier women are ever represented as desirable icons.
Isla Kirby, Head of Brand from Simply Be said: “We’re still in a world where convention needs to be challenged. Whilst curvier bodies have begun to feature in some advertising, it’s never as the polished to perfection, sexy and glamourous lead – but why not?
“Our research shows that women are tired of the industry adopting a tokenistic approach to bigger bodies. They want to be represented beyond the bubbly girl clichés, they want to be seen in a way that’s inspirational to every woman, regardless of her size.
“The New Icons campaign enables curvy women to take the spotlight, showing they can be sophisticated, full of attitude and the most fashionable person in the room.”
Three quarters of those who took part in the survey say modern women refuse to conform to the out-dated ideal of what a woman’s body shape should look like and half call for curvy women to be used more in promoting fashion.
Over half of those questioned said that traditional catwalk models had no influence on the way they dress.
The empowering campaign will launch on 4th October run until Christmas weeks and include TV, digital and print and out of home adverts.
Further details on the research can be found here: https://www.simplybe.co.uk/blog/story/the-modern-day-female-icon
The AW19 collection is available online now at www.simplybe.co.uk.
Top modern icons:
1 Michelle Obama
2 Kate, Duchess of Cambridge
3 Meghan, Duchess of Sussex
4 Kylie Jenner
5 Victoria Beckham
6 Jameela Jamil
7 Ashley Graham
8 Gemma Collins
9 Bella Hadid
10 Emma Watson
