Why thin ain’t in!

Is size zero still the latest fad? We think not, because according to a recent survey, thin models don't have it in them to sell products like they used to. CTskims this study…

Sure Kareena Kapoor has men swooning after her. Heck, she even has the women going wow! But,according to a recent survey, skinny models in advertisements don’t seem to be driving the sales. So how true is this really and why is thin not in anymore? Ad guru Mohan Menon says , “The whole thin is in, or out is really a phase, which was brought by magazines like Vogue. They initially use skinny models and then graduate to fuller, more buxom women as their pinup girls. I personally do not think that you need a skinny girl to sell a product. When we look at ads, we are looking for something identifiable. Let’s take Kareena Kapoor for example. The girl is reed thin. Unless she has an extremely high-rate of metabolism, I don’t see how or where all that cola that she endorses goes,” says an amused Mohan Menon.
Ad man JD Jerry agrees with the study and says that the findings are true, especially down south, where fuller women are considered to be more attractive.
Model Rochelle, who is a size-zero herself says, “I completely agree with the survey. Ads should have models that the general population can identify with. As a model, I am required to be fit, but trust me, there are days when I have struggled to get into outfits and have worn stuff that I’m not comfortable with. Women, irrespective of their physical structure, should be comfortable with their own bodies and ads should definitely be more realistic, because unless the audience sees themselves in the product or as the aspirational user, they are not going to buy it.”
Another increasing concern is the effect the size zero fad has on youngsters. Nutritionist Rashmi Nambiar says, “A number of teenagers and aspiring models come to me saying that in their bid to lose weight, they starve themselves and take dietary supplements to curb their hunger pangs. Indian women can hardly ever be a size zero because our bone structure is not suited to that figure. We have been blessed with curvaceous bodies and we should aim at keeping ourselves healthy and fit, instead of running after this trend. It could also prove to be dangerous and these ads could bring about low self-esteem and confidence,” says Rashmi.
Agreeing with Rashmi is designer Julie, who says that she has had clients leave her shop because they are unsure about wearing an outfit that has been modelled by a skinny girl. “I have had cases where my clients will love the dresses they see on the ramp, but will refuse to buy it because they think it will not flatter their body type. I have to then convince them and tell them that it can be made to suit their requirements. A majority of my clientele consists of women with fuller figures and I love dressing them. Ramps should promote more reality. Indian women are voluptuous and there is no reason why we shouldn’t flaunt it,” asserts Julie.
So, why then is the Indian runway filled with anorexic women who have porcelain faces and an attitude to match? “While I think it is essential to be fit, I don’t think size zero is healthy at all,” says Karun Raman, a fashion choreographer. “Curvier women have an oomph quotient that skinny models lack. A woman who fills out her clothes is definitely sexier than someone who is just all skin and bones. Give me a Salma Hayek over a Kate Moss any day baby!” says Karun.