Media Musings Blog Archive What fashion can learn from H and plus size model Jennie Runk
Earlier this week, Jezebel picked up on the use of a larger than average model in international chain store H bikini campaign.
The model used in the H campaign, Jennie Runk, is considered size but at a size 16, she is representative of the average Australian/British/American woman. H however draws no attention to this fact and nor does it label the bikinis she is modelling as size To this, responses have been only positive. Fans have taken to social media to thank both the company and model and numerous press have applauded the move.
Fashion, both high end and consumer, come under constant fire for the lack of diversity in the shapes, sizes and colours represented. It has answered on variousoccasions, often with tokenistic attempts at celebrating minorities in the fashion world (that is, anybody who is not white or size zero). However, it has more often than not
cheap ray ban outlet come off as an insincere reaction to critics rather than a concerted effort to further progress. So why has this campaign worked so well?
For one, H has not turned size into a marketing gimmick. Rather than relegating them to the specific market of size H has signalled that size 16 bodies are the norm; seeing them in advertising should be as common and expected as straight sized bodies.
Not only does H decision make great business sense by representing a wider section of consumers (I can hear the ka ching of cash registers already), it encourages other high street retailers to follow its lead. If clothing retailers manufacture clothes in a large range of sizes, they might as well model them on a range of models accordingly.
Whether or not there was indeed a marketing strategy behind the lack of marketing in this case (confusing, I know), H have undoubtedly highlighted how easy it is for fashion to be a tad more inclusive. In the mean time, other companies are kicking themselves for not doing so earlier. My hope is that the retailer continues using a diverse range of models so they can put to bed any doubts of tokenism. And maybe, just maybe, one day I stop having to write about how surprised/delighted I am at the sight of an average sized model.
Body Image, consumer fashion, diversity, h high fashion, high street fashion, jennie runk, jezebel, plus size, straight sizeDated: May 24 2013
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