Always on the cutting edge, Gaultier upped the ante by passing over a long list of the hottest models in favor of Renn. The move was heralded around the Fatosphere (look it up, it's real) as a major breakthrough in the growing acceptance of plus-size models.
Is this the beginning of a major shift in the way women are portrayed in advertising or an attempt to grab the attention of consumers in a down economy? More likely this is merely an accurate reflection of reality in a nation where 60 percent of women are overweight and in the market for size-14 clothing.
Earlier this year, the Girl Scouts launched a campaign promoting positive body image using successful plus-size models as spokespeople. From the award-winning, long-running Dove Campaign for Real Beauty using real women of all sizes and ages, to recent photo spreads in major fashion magazines such as Vogue and V, heavier, curvier models are everywhere.
It is an interesting dilemma. On one hand we are a nation going the wrong way with respect to weight. Sixty percent of women are overweight and a third obese, according to the National Center for Health Statistics. We want to be healthy and we don't want to promote unhealthy lifestyles.
On the other hand, women are getting larger not just in weight but in height and the reality is, as women become more empowered, they are increasingly rejecting the notion they have to pursue what for many women is an unachievable size and shape.
So, in the face of an apparel industry that has contracted during the recession and the real facts from companies such as Alvanon -- a fitting company with the industry's largest body scan data-base indicating that the plus-size market is underserved -- is advertising beginning to relax the rules and embrace the new American physique?
According to Fatshionistas (yes, another real word used to describe plus-size fashion bloggers), the time has come and the Internet and social media are enabling online retailers and specialty shops within brick-and-mortar retailers to reach and market to women hungry to buy fashionable clothes that fit.
Analogous to the development of no-gap-in-the-waist jeans that ignited the jean industry 30 years ago, an emphasis on plus-size women would increase the number of designers and companies and begin to solve the problem of just making the current designs bigger. Many plus-size consumers complain they have to purchase to fit the largest parts of their bodies, resulting in ill-fitting clothes.
Younger consumers, generally more at ease with their bodies and determined to wear the styles they like, are leading the way, demanding that their favorite clothes come in larger sizes. They look at personalities such as Kim Kardashian (who, by the way, does not consider herself plus-size) and Queen Latifah and see curvier, larger women being fashionable and attractive.
A recent study by Arizona State University concluded that advertisements that feature plus-size women are unlikely to work based on self-esteem issues. The researchers believed that brands would not gain market share using heavy models in their ads.