The modelling industry has literally been turned inside-out with the introduction of the plus-sized model.
Fashion designers are quickly recognizing the earning potential from plus-size clothing. The majority of the populace are not of normally expected average build nor weight. Full-figured people also buy clothing, and everyone feels comfortable, when looking at people who are more closely representative of themselves.
The days of the stereotypical appearance for a model are very quickly being transformed, with more models beginning to look like the everyday person. Consumers can be more receptive from messages from people with whom they readily associate, after all we are still social beings, and plus-size models are being being used for advertising campaigns and catwalks, because full-figured people can easily relate to them.
The Plus-size model is usually engaged primarily in modeling plus-size clothing, but can also be employed outside of the clothing or fashion industry, in modelling for campaigns such as for household goods, cosmetics, pharmaceutical products, sunglasses, footwear and watches. Advertising campaigns for goods that consumers use everyday, are perceived to be more readily accepted, when featuring people who do not appear to be outstanding or extraordinary. Plus-size models may also appear in fashion editorials for mainstream fashion magazines.
Larger models have been used by U.S. manufacturers and retailers to showcase their plus-size clothing range as early as the 1940s. However, it was not until the last decade, that the seemingly negative bias against larger models, pervasive in the fashion industry, began to be slowly eradicated.
The concept of a model being a specific size and appearance is being replaced, and now models can look like anyone as long as they have what it takes to be a model.
Fashion has and will continue to change. Fashion models are now of different sizes, ages and colors, and the perception of beauty is also undergoing some dramatic transformation. Models featured in ad campaigns in magazines and on the worlds’ fashion runways are of every imaginable hue. The future of the fashion industry appears to be even more intriguing as the concept of beauty is no longer determined by gatekeepers.
There are simple relationships between consumer tastes, purchases and acceptances and economic transformation, and to remain viable, businesses and institutions must follow the money flows. The regions that are fueling consumer purchasing are commanding more attention and are being catered to, which in turn drives diversification in other areas, such as the plus-sized model.