July 12, 2007
What Do Plus-Size Women Really Want to See in Fashion Advertising?
What Do Plus-Size Women Really Want to See in Fashion Advertising?
One Woman’s Experience
By Michelle Renee Krehl, Guest Contributor at Elegant Plus Magazine
I was recently given the opportunity to participate in something I had often been curious about, a plus-size focus group being held by a major ad agency. I was excited to have the chance to let my voice be heard. I was also looking forward to hearing what other women in my demographic had to say regarding plus-size fashion and advertising. The women in the group were between the ages of 18 and 40, with the majority of the women appearing to be in their 20’s and 30’s. We all had been selected based on our interest in fashion, and the amount of time and money we spent on our wardrobes, as well as our interest in some designers and companies for full-figures that are considered more fashion forward.
The group was meeting in a “party” atmosphere. There was food and music, and the setting was rather festive. I am sure it provided a comfortable backdrop to the discussions we were having with women who were, for all intensive purposes, strangers. I always find it interesting that there is an immediate kinship between plus-sized women, especially when the conversation turns to fashion or shopping. Within 5 minutes of my arrival I had integrated myself easily into a group that was soon chatting away like we had known each other forever. We talked about how hard it is to find the perfect pair of plus-size jeans, and how frustrating it is when clothing options look more like tents than dresses… the usual issues that curvy women have.
We were introduced to a fashion expert who was a consultant and personal shopper. She had several mannequins dressed in plus fashions from local retailers. They were dressed in different styles: casual, trendy, business, etcetera and we were invited to share our opinions about the styles and choices.
We were invited to have something to eat and drink and to socialize with the other guests and the ad people circulated and talked with us as well. On one wall was a very large collage of magazine tears of all different types of fashion ranging from lingerie to casual to dressy, some plus, some not, including shoes and accessories. We were given Sharpies and told to write our feelings and comments all over it. I intentionally was one of the last women to look at the collage, as I wanted to read the comments that the other women had written. It was very interesting. People wrote what they loved and what they hated, how they felt about the models and the designs and everything you can imagine.
“This looks trashy!”
“Very sophisticated.”
“I would not be caught dead in this.”
“Boring.”
“Even my Grandma would not wear this.”
“Simple, but classy.”
I will say something that does contradict what I often hear and read from women who say they want to see plus-size clothing modeled by larger women. I was one of the smaller women in the group that day. (I am a size 16.) Most were also a bit more conventional than I am in style and sense of fashion, as I tend to be a bit of a fashion “risk taker,” and a bit more trendy and eclectic. When shown images of larger plus models (I am speaking of a size range around 18-20) no matter what they were wearing, they received less favorable comments than the smaller plus models in the size 12-16 range. Some that I recognized were Crystal, Kate, Ivory and Nicole (the gorgeous plus model featured recently in a Fruit of the Loom ad in a pink bra) who were all given much praise no matter what they had on. But, most of these participants were not women familiar with plus models by name and therefore did not like them because they recognized or admired them. (This reminds me that everyone is not as aware of the models’ identities as I am as an industry insider!)
One shot in particular had a model who appeared to be about a size 18/20 in a very cute dress, which was above knee in length. Most of the women felt she was too big for the style and that it looked unflattering. For the record, I found it very appealing. They also thought that many of the images of the larger models in lingerie were not attractive, while the straight models in lingerie had favorable comments. This showed to me that the same women who had complained that the models should reflect a more realistic image or portrayal of “real women” maybe do not actually feel that way when they were confronted with the reality of a larger model, even if they do not realize it.
Later a few of us were invited to interview on camera; we were also taken shopping and given $125 to spend on whatever we wanted, and they came along and watched what we bought. I bought two tanks, two other tops and a jacket at Old Navy and a top and a necklace at Torrid. It was also interesting to see that when shopping many women were often selecting sizes smaller than what they needed. If they felt they were a size 20, for example, and could not get into the 20, they would often not buy or even try it in a larger size.
After we were finished shopping I was asked to be a part of a longer termed study, which included keeping a fashion diary, and taking photographs of ourselves and whatever we chose while shopping or just in our daily lives. It was fun and interesting. After we were done keeping the diary and taking the photos we sent them to the advertising agency and they later returned them to us with compensation for participating. All in all it was a fun and eye-opening experience. I can definitely see how the images we are given in the media in plus-size fashion advertising are selected after first hand participation in this type of study.
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About the Author
Michelle Renee is a plus-size model in Los Angeles. She has modeled for many local companies such as The Greater L.A. Woman, Plus by Design, Zaftique, Big on Batik, and many more. She is represented by Peak Models and Talent, L.A. She is also an Early Childhood teacher in a private non-profit program.
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18 Comments on What Do Plus-Size Women Really Want to See in Fashion Advertising? »
July 12, 2007
Laris W. @ 9:19 pm:
We aren’t going to see strides in size acceptance until plus-size women start liking themselves. This article just points out how much body hatred we all have. So sad.
July 14, 2007
Mindy @ 8:57 pm:
Let’s remember that the camera adds 10 pounds. So a size 16 model probably LOOKS like an 18/20.
July 16, 2007
Anna @ 3:16 pm:
Now you know why you keep seeing thinner models in fashion advertising. It’s what the CONSUMER wants. The companies are in BUSINESS, not some size activist charity. Stop screaming at the models, agencies and companies. Change your own attitudes and if the public wants larger models, the public will get them. But not until then.
Pillau @ 8:16 pm:
“They also thought that many of the images of the larger models in lingerie were not attractive, while the straight models in lingerie had favorable comments.”
Aha–that’s what makes such surveys meaningless. I’d bed the size 18/20 models WERE less attractive - NOT because of their size, but just because they had less-pretty faces.
If the size 18/20 models were AS pretty, or prettier than the smaller models ( in terms of facial features, long hair, etc.), then I’d bet the results would have been totally different.
People always confuse size and looks in these surveys. Unless the models of different sizes are equally beautiful, the results are totally skewed. People will always respond to the prettier model, regardless of size.
Pillau @ 8:34 pm:
Response to Anna’s comment (above).
By that kind of logic, if a survey had shows that the public responds better to Caucasian models than to African-American models, there would be no African-American models. But fortunately, we live in a civilized-enough society where people would call such a practice what it is: discrimination (and facile rationalizations like “these are businessess, not integration charities” would be rightly dismissed as discriminatory, too).
It’s time to start screaming even MORE at the models, agencies and companies, and maybe then size discrimination will diminish, as race discrimination has.
July 17, 2007
Jodes @ 4:45 am:
I think the first commentator got it right - the unwillingness to approve the plus sized models, along with not being willing to buy clothes that actually fit them, are indicative of the tremendous self-hate that is indoctrinated into women.
What they need are positive role models, who are shown positively in the media, who have plus size fashion companies backing them up and leading the way.
Laurie @ 1:30 pm:
I agree with Jodes and the first comment. We need to empower women to buy things that fit and to love their curves. I try to buy things that fit comfortably, but I don’t always succeed. Give me something sexy that’s comfortable and skims my curves. I want dresses that don’t hike up in the back because of my huge butt…and I know others want dresses that don’t hike up the front because of their stomachs. That’s why so many of us prefer pants over skirts and dresses!
July 18, 2007
Haley @ 4:18 am:
I must be in the minority. I prefer models who look like me so that I know what the clothes will look like on ME. And that means 5′5″, apply shaped and a size 22. I’m FAT and proud of it!
Sistathyckbones @ 11:13 pm:
I agree with Laurie, Haley and Me…
Thick is where its at…Love it or Deal with it cause us beautiful big women are here to stay and we rock!
July 20, 2007
Sue @ 3:08 am:
I live in a very rural area. The nearest “city” is over an hour away and it’s not much of a city. I tend to do a lot my shopping on line and through catalogs. I personally would like to see plus size clothes on plus size models. I don’t consider a size 12 or 14 plus sized. I want to see clothes on a size 20 or above so I know how the clothes will lay on someone my size.
July 24, 2007
Jolivia @ 8:50 pm:
I wish there were more models who are shaped like me, size 24, 5′3 inches tall. I like to think i am a fashion forward person, but i know that some of the items i like would not be considered fashion foward. I have found that there are a lot more clothing lines that cater to the plus size woman. I am an online shopper i like to wear clothes that i will not see every other plus size woman wearing in my town.
July 27, 2007
Jen @ 12:28 pm:
I was looking online for some pretty lingerie. I found a site that had many different sites to chose from and I only found one that truly had women like myself as the models. The lingerie went up to a 12x. I am a size 28, getting closer to 30/32 or 5x. I thought the models looked fine in the lingerie and it gave me a better idea of what I might look in it vs what I wish I would look like in it. To see a thin person does not help me shop online. I am a realist about my size now. When it comes time to needing a bigger size, I do it. I would rather wear something that fits me, than look like a stuffed sausage. An ill-fitting outfit would draw even more attention to my size. You are less likely to be laughed at (by the stupid people who like to make fun of heavy people) when you are wearing something that fits and you look more put together. I didn’t used to feel this way. It took working at a plus size clothing store to change my attitude. I would see so many people come in and buy clothes that didn’t fit. My opinion to these people didn’t matter. They didn’t ask for it, first off, and they would usually be the ones telling me how great they looked in it. And when someone is trying to sell themselves to you that much, if you do tell them your opinion, they will most likely tell you off (I speak from experience…if you say anything they basically tell you they don’t appreciate being called a liar, they know their size, etc). Anyway, having seen these people looking dreadful in their too tight clothes I decided I wouldn’t ever be that way again. I am what I am and squeezing into a 24, which I can by the way (it just isn’t pretty), doesn’t make me that size. No one knows what size I wear, but me. Having to squeeze into something defeats the purpose of having a beautiful outfit. You will not be looking beautiful in it. I’m all for seeing larger sized models! Whether you’re a size 12 or a size 22, you can still look beautiful. Maybe if there were more larger sized models and people actually got used to seeing beautiful plus sized women, it would be less acceptable to make fun of plus sized people!
July 31, 2007
Sherri @ 9:17 pm:
I want to see gorgeous models with amazing faces and curvy figures that are well proportioned. I don’t care what size they are, I just care that they look great. It’s all about proportion. Lots of traditional models are scarecrows and have terrible proportions. But on the other hand I don’t want to look at a plus model whose rolls are hanging out all over the place and she’s more tummy and boobs than anything else.
August 29, 2007
Franci @ 2:42 am:
This is so ridiculous. Are they talking about fashion magazines or catalogs. I would kinda understand it in a fashion magazine because they sell fantasy and the current dominant female fantasy is to be thinner than we really are. But catalog models must need to help us decide if clothing will look right on our bodies. How are we supposed to do that if the model is far away from normal “plus” sizes? I mean gimme a break - nobody is fat until they are over a size 20, so why are the models a size 14?
October 12, 2007
Lynn @ 8:10 pm:
It would depend if the catalog carried only plus sizes or regular sizes also. I think if it was both regular and plus the models should be on the thinner side. Maybe like a 10 or something like that.
October 13, 2007
twincats @ 11:42 pm:
I’m 5’7” and size 22/24. I would also like to see more models my size or even larger. I don’t care about rolls, either, because lots of us have ‘em.
I want to know what I might look like in the clothes I’m buying. I realize that’s not realistic, and it makes me rather exasperated because I think we in western society have forgotten that this is what the model was adopted for; NOT to tell us what we SHOULD look like, but to tell us how a particular garment will likely look on.
October 25, 2007
Lisa @ 11:26 am:
What I want to see in plus size advertising, is plus size models wearing the clothes. If a clothing item ranges in sizes 14-32 then please for once show me a model wearing the size 32 not the size 14.
January 25, 2008
Myn @ 8:29 pm:
If I’m shopping online, I’d love to see a group of say 3 models for each outfit–one at the lowest end of the size range, one in the middle, and one at the top of the size range so everyone can get an idea of how the clothes might fit for them.
And my online shopping pet peeve–showing a white top laid flat on a white background. Lane Bryant is famous for this one. I can’t see any details and I don’t want to pay for shipping on something I can’t see.