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Ab Fab Real Women
Some of you may have watched Absolutely Fashion on BBC2 recently which gave a behind-the-scenes peek at Vogue House in London - fascinating to watch as this iconic magazine deliberated over Rihanna vs Kate Moss for its front cover.
It reminded me of the dilemma I’ve had about selecting the right image for Hope. Right from the outset, I wanted Hope to be as inclusive of as many 40+ women as possible in terms of shape and ethnicity.
- SHAPE: appealing to all shapes and sizes, not just one bit of our audience
- ETHNICITY: better representation of the society in which we live – I continue to be dumbfounded about how few women of colour are represented on magazine covers
We quickly realised how challenging it was to win the attention of the fashion press when we used a curvy model in our first campaign. Yet when we used a 25 year old model in our second campaign it didn’t resonate with our customers. We certainly felt between a rock and a hard place!
Yet at the end of the day it’s our customers who are most important to us which is why we’re featuring Real Women for our 3rd collection …
Women who represent the kind of women we want to reach out to.
All of these women – who we’re proudly calling The Hope Models - gave up their time to join the shoot and also agreed to share some of their personal details so you can see just how representative they are e.g. their age, height, dress size. Many of them agreed to be filmed and tell us what it is they love about Hope, please see the link to our 'Meet our Models' page below to see and hear what they said.
We are delighted with the outcome, everyone looks so relaxed and confident. Thank You, Thank You, Thank You – you’re all Absolutely Fabulous!!
If you would like to join us for our next Real Women shoot please let me know, we’d love to meet as many of you as possible.
Finally I’m heartened to hear that Vogue have chosen to follow a similar trend for their November issue which will feature real women instead of models for the first time ever. Vogue editor, Alexandra Shulman is quoted as saying she wanted to explore what women wear through a “real filter”
Couldn’t agree more Ms Shulman!