Models Direct Celebrates Essentials Magazine’s New Look

From: Models Direct
Published: Mon Sep 13 2010

Models Direct were excited to hear that Essentials magazine will be celebrating real women by placing ten of their readers on its October front cover. The entire October issue is set to be brimming with examples of real women as Essentials have placed a blanket ban on all celebrities and fashion models. Even the beauty and fashion spreads will be celeb and fashion model free.
This all comes in aid of a brand new beginning for the woman’s magazine who from this October on will no longer be featuring celebrities or fashion models on their front covers. However, the brave move is reassuringly one prompted by their readers:
A survey by the magazine found that 70% of its readers would rather see a real woman on the cover than a celebrity. Significantly this will mean that Essentials will become the first ever magazine to do so every month.
Similarly in 2005 Dove turned the advertising world upside down by featuring a variety of real women in their advertising campaign. It would appear that the need and market for real women is finally beginning to be recognised. A recent move by Vogue Italia’s website has seen an entire section dedicated to Vogue Curvy; giving features and styling tips specifically for curvy women.
The October cover for Essentials Magazine materialised after a nationwide search via a social media campaign, in which applicants had to tell the magazine why they felt they were amazing enough to appear on the front cover. Hundreds of women applied and a shortlist were invited to attend a casting session with the editor and style director to select who should go forward.

The cover will represent a variety of real women; all shapes, sizes and age. Essentials' editor, Jules Barton-Breck explains: ‘So many of these women look, and are, amazing that we wanted to celebrate them.’ Models Direct couldn’t agree more with Jules Barton-Breck’s comments. Here at Models Direct we welcome all shapes, sizes and age and think it’s great that real women are finally getting the notice they deserve.

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Company: Models Direct
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