Brigitte, the most popular women’s magazine in Germany, has decided to stop using professional models and replace them with ‘real’ women. Adding further fuel to the size zero debate, the editors have said that from next year they will only use woman in the magazine with “normal figures”.
Photo from brigitte.de
“From 2010 we will not work with professional models any more,” said Andreas Lebert, editor-in-chief, adding that he was “fed up” with having to retouch pictures of underweight models who bore no resemblance to ordinary women.
“For years we’ve had to use Photoshop to fatten girls up,” he said. “But this is disturbing and perverse and what has it got to do with our real reader?”
Lebert said the move was a response to complaints by readers who said they had no connection with the women depicted in the magazine’s fashion features and “no longer wanted to see protruding bones”.
The magazine intends to call on German women to put themselves forward as models for fashion and make-up stories.
So, a brave move or simply a headline generator? What do you think? Will the plan backfire or increase Brigitte’s readership? Will this move empower women of all sizes? When the editor uses describe “normal” figures, what does this mean? Surely skinny and thin can be normal too? What could be the impact on the modelling industry? We’d like to hear your thoughts!
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3 Comments
Me parece una excelente y sabia decisión. Muchas mujeres creen que el ser modelo es solo tener un prototipo fisico, y viven traumadas durante años provocandose inclusive problemas de salud.
Saludos desde Peru
Adriana
Comment by Adriana Benito — October 16, 2009 @ 05:10
Well. I do not intend to offend anyone with my modest and personal opinion . BUt reading behind the lines,with my marketing and advertising experience,as a pro photographer..
I would say that,having in consideration the great finnancial
crisis that is affecting in more extent now…Europe than USA;
the statement expressed by the editor in chief of that distingui
shed german magazin..might only be the the top of the iceberg,
in a series of measures,in order to cut expenses or overheads.
Because if it where only a matter of the models weight..well you
could talk with your agency & tell them to send you ^normal fi
gure^models..starting next year…I guess. Cordially,
LUIGI VALCARCEL /advertising % fashion pro photographer
Comment by LUIGI VALCARCEL — October 20, 2009 @ 03:10
I’d like to say that you always give us accurate information and I have been an continued reader of your site for quite some time. Just wanted to say cheers really
for all the good work you do!
Comment by Leida Chirinos — July 26, 2010 @ 11:07