On Friday 13th September, MOD is highlighting the lack of inclusion and challenging the outdated representation of plus size at London Fashion Week with a mobile billboard driving across Central London with a bevy of beautiful bodies, hitting the shows and culminating with a press call and rally at 1.30pm, Somerset House, London.
Featuring icon and curvy ally Gemma Collins plus 8 other curvy individuals who are inspiring, relatable and have not necessarily modelled before, the campaign highlights how plus size individuals are grossly underrepresented in the fashion industry.
With less than 1 percent of models at the AW23 fashion weeks being ‘plus size’ it’s no surprise then that bigger consumers feel fashion is not addressing them, not just visually but also in terms of sizes, styles or fits.
Angel Sinclair, CEO of Models of Diversity said, “Style and size is not mutually exclusive, why should anyone be excluded from the fun and feel-good factor of fashion because they don’t fit outdated beauty standards… we’re on a mission to normalise fashion for all!”
Gemma Collins, who has given the campaign her full support, previously revealed she had been affected by the lack of representation and inclusion when she was “ostracised” from big brands dressing her when she started in TV. She said she “feels passionately about brands not just stocking bigger sizes but also including them on their catwalks, advertising and billboards.”
Gemma added: “My message to everyone out there is that style shouldn’t have a size. Everybody has the right to feel fabulous!”
FACTS: – LFW IN NUMBERS*
- 45 plus-size models Sept 2022
- 71 plus-size models Feb 2023
- 85 plus-size models Sept 2023
- 67 plus-size models Feb 2024 (out of around 2,000 looks on the runways)
*Felicity Hayward #including the curve Plus-size models (US 14+) made up just 0.8 per cent and mid-size models (US 6-12) just 3.7 per cent of people cast across 230 shows and presentations, and amongst 8,800 looks at London, New York, Paris and Milan during AW24 **
** Vogue Business seasonal report
For further information contact Marie – 07561 562 013 / office@modelsofdiversity.org
Models
Gemma Collins @gemmacollins
Tinar Dandejena @tinar.dandajena
Krystal Wasike @krystal.wasike
RobynLaw @thebaldywithabooty
Samantha Holland @mamffa
Alysse Company @alwaysalysse
Jodie Folley @jodie.n.folley
LenaMcAllister @lenamcallister
Jonathan Boogz @jboogz_1
Credits
Organized by: @modelsofdiversity @mariejodybrown
Photographer: @zuzu.valla
Digital Tech / Gaffer: @pip.director
Gaffer: @yugdeo Sparks2: @george_thealien
BTS video: @gigina_k
Stylist: @rebekahroy_ @lucasmarmitage
Stylist assistants: @_melania_peluso @madamdramaqueen @alice.chittic
Head MUA: @tamaradarago_mua
MUA: @sofiaisabellamua @makeupmargot @hair_makeup_by_jacy
Head of hair: @nadiawebberartist
Hair stylists: @hair__by_han @rowennamakeup @shellinghair @elena_elegancehairstyle
Location: @loftstudioslondon
MOD Curvy Cruise will be parked at Savoy Street, London from 2pm on 13th September Models of Diversity is a registered charity established over 15 years ago to campaign for more representation in the fashion, beauty and media industry. We are dedicated to broadening the industry and opening it up to the beautiful people that we don’t often get to see on our Instagram feeds, billboards, TV ads and runways. We believe everybody should see themselves included and have highlighted stereotypes around many underrepresented groups including size, colour, age and ability.
Krystal Wasike, 22
I am a model based in Bristol. I have Vitiligo which is an autoimmune skin condition that causes my immune system to attack the pigment in my skin. When I was growing up this was very difficult to deal with as being different often is.
This campaign, like all inclusion and diversity campaigns, is extremely important. Representation for so many is a check box to avoid scrutiny but for organisations like my agency The Model Club and Models of Diversity it is their mission. Seeing someone in the media who looks like you is taken for granted by so many, but for those of us traditionally left of the page you’re so often left feeling like you’re the only person in the world who looks the way you do, like you are doing something wrong by being you. This of course is so untrue but for young impressionable minds it is hard to place blame with out-of-sight brands who perpetuate pseudo-inclusivity rather than yourself. I know this first hand.
Small steps forward are great and we are so much farther forward than we were but this cannot be mistaken for the end goal. Representation should be normalised, it shouldn’t be a huge deal every time a brand casts a plus size or BAME model or someone with a skin condition. It should be the norm and should be expected of brands to be representative of the community in which they hope to do business, they should want ALL their customers to feel included and should not accept anything less – this needs to come for within the brands themselves. But nothing changes if nothing changes and this campaign is all about making noise, adding pressure and shining a floodlight on what we all already know and now refuse to accept.
As a plus size model, I hate the labels. There are so many stereotypes associated with being so called plus side. People assume a lack of discipline in diet or exercise but if everyone in the world ate and exercised the same way we would all still look different. For example I recently finished my time as a competitive cheerleader and you cannot throw people in the air with a lack of discipline!
There are many brands that do it right, and strive to be better all the time. Inclusion is a massive discussion in the beauty space with TikTok amplifying the voices of those left of shade ranges. Brands like Refy, Made by Mitchell, Fenty and Rhode have shown that they are listening to their customers. TikTok has also brought light to brands who are now charging their customer or cancelling their accounts due to high returns volume. Not addressing that the issue is often the need to order multiple sizes to see which if any fit, this is an issue that disproportionately affects plus size customers.
Jonathan, 26
I’m a 6ft 3 black African plus size model that lives in London. I teach PE in a primary school, I feel like coming from a teaching background doing this campaign is important as a way for me to demonstrate to the kids I teach that you shouldn’t be insecure about how you look, you are accepted and to always try your hardest to keep going.
I took this casting because of the importance of representation for all generations. I realised that I could be one of the people that really put on a show for plus sized models When I was younger even maybe a couple years ago I never knew there were plus sized models I would always see people that were slimmer I thought that’s all modelling had to cover until I was casted by my agency
I would like to see more plus model events I would like to see more plus sized clothes on more main stream websites for a decent price as well there have been many situations because of my size I have to pay extra I think everyone should be equal.
There’s a lot of stereotypes around plus sized and God willing this campaign and my part in it promotes CHANGE I feel like hopefully with this campaign people will feel more comfortable in their sizes and be more open to try new things.
Tinaresse Dandajena
I’m a Plussize model born in Zimbabwe raised in the UK. I take pride in being a body activist and someone who uses her voice and talents to show up for others in my community.
This type of campaign is the very reason I am a part of this industry. I want to be the reason why a woman like myself, someone who has been told you are ugly, a woman who has been rejected because of being too big, judged and mocked by strangers. I want those women to look at me and know that the power is within themselves. I want them to see my images and feel beautiful. I want them to smile regardless of what society tries to throw at them. I want them to look at me and see themselves and everything they are capable of, unlimited.
When I was still in Africa, my television screens had every body type, every race, speaking my language. I truly believe that is the reason why I have always loved and appreciated myself. Being in the Uk the representation wasn’t as great but I was that big, curvy African girl who told everyone at my high school, university 1 day I’m going to be an actress, little did I know it would be model too. And I truly believe it is because I grew up looking at powerful women who looked like me, showing up confidently and beautifully. Although I had my weak moments, coz being judged so much does that to you, when I leaned on God he reminded me of who I was and I have never looked back ever since. I represent and show up especially for the younger generation.
Sam Holland, 57
As a mature, plus-size model and actor, I am a passionate advocate for inclusivity and representation in the fashion and media industries, I proudly serve as an ambassador for Models of Diversity. With a commitment to celebrating and promoting diversity in all its forms, I work to challenge stereotypes and pave the way for a more inclusive world.
At “Shine & Rise,” my platform dedicated to embracing the beauty of diversity, I highlight the importance of representation and empower individuals to live their best lives, regardless of age, ethnicity, or background. Through inspirational content, feel-good activism, and engaging storytelling, I aim to inspire others to appreciate and embrace the unique qualities that make each of us beautiful.
Join me on this journey to elevate diverse voices, champion inclusivity, and redefine the standards of beauty in the fashion and media landscapes.
Alysse Campany, 32
I’m Alysse, I’m a curve content creator, model and mama. I’ve spent the last few year trying to empower people and promote body positivity and kindness on my social media platforms.
I sat back a few years ago, exhausted from hating my body and just thought to myself ‘if you can’t see it, be it’. I was so fed up of not seeing curve models being used in the media and especially for curve brands or brands that were catering to larger sizes but not actually showing their products on bigger models. I want to be a part of a change. I want to see models with bodies similar to the people that are actually buying the clothes. I want young women and girls to feel represented and I want the generations before me to give themselves per mission to love their bodies too. We have wasted too much time pretending there is only one body type.
I applied to this casting knowing the incredible work that MOD do. I applied knowing that with this, I will be working with some incredible humans for change.
I was born in the 90’s where regular people were told that they could only eat cereal twice a day for a week if they wanted to fit in to the red swimsuit and go on holiday. Super models were so incredibly thin and fad diets were splashed across almost every page of every magazine. Plus size clothing was (and often still is) old fashioned and designed to ‘flatter’ or ‘cover up’. I hope that in years to come, the plus size section is a thing of the past and brands will just be making all of the clothes in a wide range of sizes.
I was badly teased at school, often by older girls, who made fun of my chest size, my legs and generally because I was curvier than a lot of the girls my age. I hope that when my daughter grows up, her and her friends (who inevitably will be all different shapes and sizes) feel represented in the places they shop and the media so that their bodies are not used as weapons against them.
I want to show the world that plus size people can do it just as good as straight size people. We are just as good at modelling, just as good at conveying power and beauty, we are just as relatable as smaller models. I want brands and designers to ask ‘why aren’t we using models like that’
Robyn Law
I am a plus size alopecian who enjoys nothing more than redefining beauty standards. I started to lose my hair when I was 15. Already a ‘chubby’ girl at the time my hair was my defining feature. My hair took over a decade to fall out completely but during this decade I was on every diet possible as I thought, if all my hair falls out, I at least must be skinny, as no one will like a ‘big’ bald girl. At 28 I decided to take my power back. I looked in the mirror and saw three strands of long hair, and thought there is no way this is going to take over my life. I took a razor and shaved those three lonely strands and finally looked at my bald and curvy self in the mirror. I was beautiful, but I didn’t realise it at the time. Many positive affirmations later, and I finally became comfortable with being the big and bald girl. I was proud of who I was and decided to dedicate my life to helping others feel accepted in society. I now host retreats for women with alopecia and hope to expand this in the future for women of all shapes and sizes – I mean if I can accept my plus size self with a bald head, then there is no reason why other women can’t accept, or dare I say it love, themselves with a full head of hair!
I love all that the fashion industry brings, apart from the disappointment I get from certain brands when trying to find clothes to fit me. That’s why this campaign is important. It’s time for all fashion brands to change the way they work, and start making clothes for plus size people. I applied because I want to show the world that a bald and curvy woman can make it into a campaign like this, and you don’t need to be a stick thin supermodel to look beautiful. I’m also hopeful that there is a young girl with alopecia out there who sees it, and knows that she can also achieve whatever she puts her mind to.
I grew up in the Kate Moss 90s. Skinny was fashionable, everyone was on a diet and crop tops were the fashion item! I did not fit. You then throw in alopecia and I had no role models. Gail Porter being the only person going public with her hair loss at the time, and she was a former model. There was no-one without hair, who was a curvy girl to look up to. Times have changed and we are so much better with representation in the media, but we certainly have a long way to go. If I had seen someone in a magazine, on a billboard, or in a TV advert that was plus size and bald, I would have certainly felt a lot differently about myself. My life changed when I started to flood my Instagram feed with women that looked like me, instead of celebrities who can afford expensive wigs and daily personal trainers. It normalised the way that I looked and made me feel like I wasn’t the only person going through this. I would love to see every single person represented in some way through media and product campaigns, because it really does make a difference in how they see themselves.
The stereotype I hate the most about plus size people is that we aren’t confident and hate our bodies. I actually lost a lot of weight when I went to University to study dance. I was a size 10-12 for my first year, mainly because I was drinking all the time, dancing 8 hours a day, and not eating very much – not healthy in the slightest. Of course, as my practical classes became less in my second and third year, and I wasn’t going to the Student’s Union Bar all the time, I put the weight back on gradually. I am now at my heaviest weight at a size 18-20, and I am the most confident, most happy and most in love with my body I have ever been. Being skinny doesn’t equate to being healthy, happy or confident. In fact, making a daily choice to love yourself and accept yourself as you are, and making healthy food choices because you want to, not just to lose weight – those are the things that make you confident, size doesn’t even factor into it. A good friend once said to me that sexy isn’t a size, it’s a mindset, and this rings through my brain daily.
