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“The internet allows people to present

an inflated and self- focused view of
themselves to the world”
Twenge & Campbell (2005)
PERCIEVING
TAM

Model: Tam Dexter
Photography: Talia White
Makeup Artist: Jade Victoria

Tam Dexter, one of the North’s most
prolific and booked models, has 32k
Instagram followers, and is only 23
years old. You’ll see her modelling for
Hotmess, Luxe to Kill, Runway96, Baby
Milk Clothing, Maniere Devoir, Baziic
and Jade Clark. But how does building a
modelling business through social media
affect your self-perception? Tam tells all.
Do you think that seeing successful
Do you feel that working as a model in models on social media, could issues
the Fashion Industry has affected your in young females? Especially those who
self-perception and body image at all? are wanting to follow your footsteps?

Not as much as some people may think. 100% of images on Instagram can be so
Obviously I look at other girls that go to false; lighting and photoshop have more
the gym a lot, and I’m like “wow I need than likely been used. If I wasn’t in the
to go gym more” [laughs], but I’m happy fashion industry I wouldn’t know about
with my body and I get booked for work, the amount of editing that goes into
so clients must like me. post-production images.
Do you feel that working as a model,
there is a certain expectation of you to
‘look’ a certain way all of the time?
When I was 16 I didn’t care about what
I looked like compared to girls in the I don’t think there is a certain way they
lower generation, but it seems 16-24 want you to look, but I know companies
year olds mainly have their head in their want variety in models, i.e. hair colour,
phone on social media platforms at the cut and maybe physique too. As a model
moment, and that can’t be good for you need to be looking your best at all
them. times, I make sure my hair, nails and skin
are in perfect condition all the time.
Do you think social media has had
any negative impact in your modelling What aspects of the Fashion and Beauty
career to date, especially being 22 and Industries in particular do you feel most
working within the realms of fashion? affect self-perception and body image
issues of viewers and customers?
No not really, I don’t think I have enough
followers for it to have a negative impact Photoshop is a big one, how you can
on me. I see girls with 50k plus followers change someones whole image and then
and they get abused in the comments
on their own images, it’s disgusting. I
think if it got to that I would come off “SOMETIMES I LOOK AT
social media as there’s more to life than MYSELF AND I DON’T
people saying nasty things when they
don’t even know the person that they’re EVEN LOOK LIKE ME IN
being negative towards. THE MIRROR BECAUSE
I’M CONTOURED TO
Have you had any negative experiences
with brands or modelling agencies HIGH HEAVENS!”
where perhaps their expectations of
you were different? Perhaps post- use the image everywhere is false to me.
production images can give clients an Within the beauty industry, obviously
idea of something that isn’t ‘real’? makeup is a huge part. Sometimes I look
at myself and I don’t even look like me
No not yet, and I hope I don’t in the in the mirror because I’m contoured to
future. All my agencies have been really high heavens! So young girls wanting to
happy with me and my shape, and we look like a model or a blogger that they
also do test shoots for my portfolio have seen because they contour or use
showing a range or pre and post- MAC makeup would be a massive self
production images. perception issue!
Working around this major issue in the
Fashion Industry, ASOS for example,
have a Model Welfare Policy in place to
ensure that all of the models used in
Has imagery of you been published their promotional materials are deemed
whereby your body or ‘real’ body ‘healthy’ in regards to physique and
shape, has been digitally manipulated weight. Have you had any similar
without your say? positive experiences with brands or
modelling agencies where policies are
No never, most photographers say I’m enforced or positive body image is
really easy to work with as I don’t need promoted?
photoshop as my skin in great.
This is the best thing that’s came to the
How do you feel in general about using fashion indsutry and the wider society. I
digitally manipulated photography? don’t work with a company that has any
policy in place, but I think it should be
I think it’s ridiculous. If they found a implimented worldwide.
model with what they was looking for
instead of creating a fake image of
somebody to fit ‘the brand’, or ‘look’ “CAN YOU IMAGINE
I think the world would be a better LOOKING AT AN IMAGE
place in terms of self-perception and
self-confidence. At least young girls
OF YOURSELF WHICH
would know the image is a real person, LOOKS NOTHING
and could aspire to that and not a false LIKE YOU? I CAN ONLY
entity created for sales and the media.
IMAGINE THE SADNESS”
Do you think clients and brands can get
away with such manipulation without Do you feel that the use of a National or
their being any impact on the model? International Policy on ‘healthy’ model
use and positive body image would help
It’s really sad, it’s like the client doesn’t the industry in regards to promoting
know that the model will know that they body confidence and positive
have changed it completely. Can you self-esteem within young females?
imagine looking at a image of yourself
which looks nothing like you? I can only 100% there is a lot of models that are
imagine the sadness that I would feel if so underweight, even some that I have
I witnessed it, and it happened to me! worked with. To young girls they look
I think it would be really damaging and amazing, but if a doctor was to analyse
could lower your confidence massively. them, I am sure they would be worried.
“With enough work people can
construct the appearance that they
want. Such understanding emphasises
the visual, pointing towards a world of
gazes, mirrors and spectacles”
Stratton (1996)
MODERN
MUSE

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recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur,
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porum et que consent repudae quia quatur? porum et que consent repudae quia quatur?
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et quistia nisque prere, excepe ommoditas
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et quistia nisque prere, excepe ommoditas
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quidi comnimust imaio con essinve ndandunt
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apernam reptatusant.
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ent iberchiciant del magnatium landaepudis
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que raerum am harchilit que nimendunt, nim
parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo
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venes estem eum vellam es as nulla que plam, venes estem eum vellam es as nulla que plam, venes estem eum vellam es as nulla que plam,
aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut
Eliquidus, omnis exceres et debitae optaerem.
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et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt
apernam reptatusant.
Minvendit laut quassit ut vollit rendior esci-
ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur?
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ro consed quam quis adipsa sit, cus.
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andesequisti natiur? Lore posanimpore sincid apernam reptatusant.
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voloreptatem iunt ad quat inctias doluptat officim aut acculparum earuntisquia sitio tem-
et faciet quam, optae voluptation erferum at porum et que consent repudae quia quatur?
etur sum quam rem alignissi alis sum quideni Nest quo te officiae. Et et deles dis pratempor-
mintur mo velenti optatem. Dusanis dolorem
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adis ant.
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dolupta sequae. Gent ut exero conse nul-
parum vent renimusam aperferro volor mo
denissim sus.
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veritis nulpa nati totatibus, excepudit idel is re
nienihit, cullaborem sus audit ut fuga. Natque
excea quatend aepero maximaximet quatur
milibus as andae. Pis id quaspe is aut ipita
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aciam vent aut modipie nihillande nimus aut
“Different people of different
cultural backgrounds, under different
circumstances and at different times
make different meanings, and so
create and experience different
social realities”
Saunders (2012)
MILK
& HONEY

Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt
apernam reptatusant.
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ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim Eliquidus, omnis exceres et debitae optaerem.
recate et evellendita iusamus estiatem as a Ut fugias quia dera nihit molore, ium velende
ducimollam, quame porehenda seque natur, et quistia nisque prere, excepe ommoditas
officim aut acculparum earuntisquia sitio tem- quidi comnimust imaio con essinve ndandunt
porum et que consent repudae quia quatur? apernam reptatusant.
Nest quo te officiae. Et et deles dis pratempor- Minvendit laut quassit ut vollit rendior esci-
ro consed quam quis adipsa sit, cus. ent iberchiciant del magnatium landaepudis
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quodit voloria nessum is re nimusanda vo- recate et evellendita iusamus estiatem as a
lorrore il magnihil ilia que porumqu idusam- ducimollam, quame porehenda seque natur,
us eaquias samenis voluptae sae es estibus officim aut acculparum earuntisquia sitio tem-
andesequisti natiur? Lore posanimpore sincid porum et que consent repudae quia quatur?
et doloriatio. Oriam, ut pora volum dolupta Nest quo te officiae. Et et deles dis pratempor-
Eliquidus, omnis exceres et debitae optaerem. Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt quidi comnimust imaio con essinve ndandunt
apernam reptatusant. apernam reptatusant.
Minvendit laut quassit ut vollit rendior esci- Minvendit laut quassit ut vollit rendior esci-
ent iberchiciant del magnatium landaepudis ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem- officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur? porum et que consent repudae quia quatur?
Nest quo te officiae. Et et deles dis pratempor- Nest quo te officiae. Et et deles dis pratempor-
ro consed quam quis adipsa sit, cus. ro consed quam quis adipsa sit, cus.
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quodit voloria nessum is re nimusanda vo- quodit voloria nessum is re nimusanda vo-
lorrore il magnihil ilia que porumqu idusam- lorrore il magnihil ilia que porumqu idusam-
us eaquias samenis voluptae sae es estibus us eaquias samenis voluptae sae es estibus
andesequisti natiur? Lore posanimpore sincid andesequisti natiur? Lore posanimpore sincid
et doloriatio. Oriam, ut pora volum dolupta et doloriatio. Oriam, ut pora volum dolupta
tisqui voluptae. Nam, as aci cus. tisqui voluptae. Nam, as aci cus.
Hendignimi, quistemposam faccusc iendam Hendignimi, quistemposam faccusc iendam
nem fuga. Itatur? nem fuga. Itatur?
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voloreptatem iunt ad quat inctias doluptat voloreptatem iunt ad quat inctias doluptat
et faciet quam, optae voluptation erferum at et faciet quam, optae voluptation erferum at
etur sum quam rem alignissi alis sum quideni etur sum quam rem alignissi alis sum quideni
mintur mo velenti optatem. Dusanis dolorem mintur mo velenti optatem. Dusanis dolorem
porerci psamus et pos aut ut que volore natus porerci psamus et pos aut ut que volore natus
adis ant. adis ant.
Nullaboris et et dolenim porero optati ullene Nullaboris et et dolenim porero optati ullene
dolupta sequae. Gent ut exero conse nul- dolupta sequae. Gent ut exero conse nul-
parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo
denissim sus. denissim sus.
Optati omnihil eatqui doluptati volorum qui Optati omnihil eatqui doluptati volorum qui
veritis nulpa nati totatibus, excepudit idel is re veritis nulpa nati totatibus, excepudit idel is re
nienihit, cullaborem sus audit ut fuga. Natque nienihit, cullaborem sus audit ut fuga. Natque
excea quatend aepero maximaximet quatur excea quatend aepero maximaximet quatur
milibus as andae. Pis id quaspe is aut ipita milibus as andae. Pis id quaspe is aut ipita
venes estem eum vellam es as nulla que plam, venes estem eum vellam es as nulla que plam,
aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut
Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt
apernam reptatusant.
Minvendit laut quassit ut vollit rendior esci-
ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur?
Nest quo te officiae. Et et deles dis pratempor-
ro consed quam quis adipsa sit, cus.
To to ommosan ientiustrum rem vernam Eliquidus, omnis exceres et debitae optaerem.
quodit voloria nessum is re nimusanda vo- Ut fugias quia dera nihit molore, ium velende
lorrore il magnihil ilia que porumqu idusam- et quistia nisque prere, excepe ommoditas
us eaquias samenis voluptae sae es estibus quidi comnimust imaio con essinve ndandunt
andesequisti natiur? Lore posanimpore sincid apernam reptatusant.
et doloriatio. Oriam, ut pora volum dolupta Minvendit laut quassit ut vollit rendior esci-
tisqui voluptae. Nam, as aci cus. ent iberchiciant del magnatium landaepudis
Hendignimi, quistemposam faccusc iendam que raerum am harchilit que nimendunt, nim
nem fuga. Itatur? recate et evellendita iusamus estiatem as a
Untiae vel expe excest et elent doloremporat ducimollam, quame porehenda seque natur,
voloreptatem iunt ad quat inctias doluptat officim aut acculparum earuntisquia sitio tem-
et faciet quam, optae voluptation erferum at porum et que consent repudae quia quatur?
etur sum quam rem alignissi alis sum quideni Nest quo te officiae. Et et deles dis pratempor-
mintur mo velenti optatem. Dusanis dolorem
porerci psamus et pos aut ut que volore natus
adis ant.
Nullaboris et et dolenim porero optati ullene
dolupta sequae. Gent ut exero conse nul-
parum vent renimusam aperferro volor mo
denissim sus.
Optati omnihil eatqui doluptati volorum qui
veritis nulpa nati totatibus, excepudit idel is re
nienihit, cullaborem sus audit ut fuga. Natque
excea quatend aepero maximaximet quatur
milibus as andae. Pis id quaspe is aut ipita
venes estem eum vellam es as nulla que plam,
aciam vent aut modipie nihillande nimus aut
Eliquidus, omnis exceres et debitae optaerem. Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt quidi comnimust imaio con essinve ndandunt
apernam reptatusant. apernam reptatusant.
Minvendit laut quassit ut vollit rendior esci- Minvendit laut quassit ut vollit rendior esci-
ent iberchiciant del magnatium landaepudis ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem- officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur? porum et que consent repudae quia quatur?
Nest quo te officiae. Et et deles dis pratempor- Nest quo te officiae. Et et deles dis pratempor-
ro consed quam quis adipsa sit, cus. ro consed quam quis adipsa sit, cus.
To to ommosan ientiustrum rem vernam To to ommosan ientiustrum rem vernam
quodit voloria nessum is re nimusanda vo- quodit voloria nessum is re nimusanda vo-
lorrore il magnihil ilia que porumqu idusam- lorrore il magnihil ilia que porumqu idusam-
us eaquias samenis voluptae sae es estibus us eaquias samenis voluptae sae es estibus
andesequisti natiur? Lore posanimpore sincid andesequisti natiur? Lore posanimpore sincid
et doloriatio. Oriam, ut pora volum dolupta et doloriatio. Oriam, ut pora volum dolupta
tisqui voluptae. Nam, as aci cus. tisqui voluptae. Nam, as aci cus.
Hendignimi, quistemposam faccusc iendam Hendignimi, quistemposam faccusc iendam
nem fuga. Itatur? nem fuga. Itatur?
Untiae vel expe excest et elent doloremporat Untiae vel expe excest et elent doloremporat
voloreptatem iunt ad quat inctias doluptat voloreptatem iunt ad quat inctias doluptat
et faciet quam, optae voluptation erferum at et faciet quam, optae voluptation erferum at
etur sum quam rem alignissi alis sum quideni etur sum quam rem alignissi alis sum quideni
mintur mo velenti optatem. Dusanis dolorem mintur mo velenti optatem. Dusanis dolorem
porerci psamus et pos aut ut que volore natus porerci psamus et pos aut ut que volore natus
adis ant. adis ant.
Nullaboris et et dolenim porero optati ullene Nullaboris et et dolenim porero optati ullene
dolupta sequae. Gent ut exero conse nul- dolupta sequae. Gent ut exero conse nul-
parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo
denissim sus. denissim sus.
Optati omnihil eatqui doluptati volorum qui Optati omnihil eatqui doluptati volorum qui
veritis nulpa nati totatibus, excepudit idel is re veritis nulpa nati totatibus, excepudit idel is re
nienihit, cullaborem sus audit ut fuga. Natque nienihit, cullaborem sus audit ut fuga. Natque
excea quatend aepero maximaximet quatur excea quatend aepero maximaximet quatur
milibus as andae. Pis id quaspe is aut ipita milibus as andae. Pis id quaspe is aut ipita
venes estem eum vellam es as nulla que plam, venes estem eum vellam es as nulla que plam,
aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut
Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt
apernam reptatusant.
Minvendit laut quassit ut vollit rendior esci-
ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur?
Nest quo te officiae. Et et deles dis pratempor-
“The media influences slim ideals,
and potentially can trigger eating
disorders. As a result 1.6m in the UK
alone suffer”
B-EAT (2011)
CANDIDLY
ASOS
Model: Sofia Ritchie
Photography: ASOS for ASOS Magazine

ASOS is known to be the number 1, global
fashion destination for 20-somethings.
Selling more than 85,000 products
through localised mobile and web
experiences, ASOS deliver daily to 240
countries and destinations around
the world. With this being said, ASOS
have a huge responsibility to ensure
that both products and advertising are
targetted responsibly to their 12.4m
diverse customers, and with their stance
as a market leader within the Fashion
Industry, ASOS take the welfare of
both their customers and models very
seriously. At a time where social media
is on the rise, and perceptions are being With ASOS being accessible to over
distorted through an array of digital 240 countries worldwide, how does
lenses, Jessica Andrews from the Social the Model Welfare policy work on
Responsibilty team and Robert Crest, a an International scale? Are different
Senior Specialist Womenswear designer ethnicties and body types accounted
for ASOS, talk candidly on the companies for in order to not only show Western
policies and procedures, ensuring good faces and physiques?
practice globally. ASOS are the only
global company to enforce such welfare JA: The main focus of the policy is the
policies, and hope to make a positive welfare and wellbeing of the models
difference in a challenging time for working with ASOS, so it doesn’t specify
Fashion; by keeping what they put out in the need to represent differences in
the media as close to ‘real’ as possible. body shapes or averages. However as
part of the wider ‘Fashion with Integrity’ So, who do you work with to form such
programme we focus on diversity and policies, and are these supported going
inclusion so the model booking team forward?
is aware of the importance of ensuring
that our models reflect our diverse RC: The design team obviously doesn’t
customer base. work in isolation. We have very strong
relationships within our Buying and
I think that ASOS does a pretty good job Garment Technology teams to ensure
of this already but we are always striving policies are followed throughout
to ensure that all body types, races, the process. Our supplier bases are
etc, are represented across all of our also an extension of this and regular
channels. contact and visits build this trust and
continue updating the information and
How are ASOS perceived in the Fashion expectations we hold within ASOS.
Industry and ecommerce world in
regards to following guidelines and JA: When forming a policy it is important
policies? It is noticed that other brands to ensure all of the relevant stakeholders
and organisations in the Industry which within the business are involved. For
do not have such pre-set policies. example, for a retouching policy this
would include a group of people, so, the
RC: I hope ASOS is perceived to be quite Production team, the model booking
aspirational in terms of body image and team and the creative directors.
dressing any body shape.
We would also potentially involve a
We have 4 womenswear specialist ‘critical friend’ i.e. a charity or initiative,
‘Own Brand’ departments – Curve, that it well known for working in the field
Tall, Petite/Petite Tall, and Maternity/ so that they can provide external advice
Maternity Tall, and we also sell ‘Branded as the policy is formed. This really helps
Specialist’ brands too. [ASOS] to ensure that we are on top of
our game, and that nothing ‘out of line’
We [ASOS] strive to be the top of our is carried out which could be perceived
game, and hope that all of the work done negatively by the viewer and consumer.
within head office is evident on site We take this quite seriously.
through both the end product and social
media outlets. We don’t use advertising, Do you believe that all brands and
aside from our own magazine which organisations in the Fashion Industry
is available to customers, we live off should follow policies and guidelines,
word of mouth and the reputation this ensuring that Positive Body Image and
spreads, the feedback we have had from Model Welfare are accounted for? Or,
questionnaires and focus groups have do you think the Industry would benefit
been very positive. from National or International policies?
“BOUNDARIES ARE RC: In general, I think that there should
be a level of general awareness and
NOW BLURRING AND boundaries which industries should
THE TIDE IS TURNING. adhere to, but appreciate to make it
POSITIVE BODY IMAGE national or international would require
a big body of work. I think boundaries
AWARENESS IS NOW are now slowly blurring and with recent
OUT THERE NOT TO catwalk shows using plus size, older
BE IGNORED BUT generations and androgynous models
– the tide is turning and Positive body
CELEBRATED. THERE image awareness is now out there not to
IS STILL A LOT TO BE be ignored but celebrated. There is still
DONE HOWEVER” a lot to still be done however.

JA: I feel that all brands within the
Fashion Industry should draw up their
own policies and guidelines. I think this
would promote organic change from
within the industry that still allows for
the creativity and vision to continue but
also ensure the wellbeing of models and
the public.

When National or International policies
are put in place they can help and
promote change more quickly as long as
they are not too prescriptive. However,
these types of policies are quite often
not very easy for brands to navigate and
can become a burden with admin and
quashing creativity, so do not allow the
industry to find a positive solution from
within, which I think is what ultimately
drives long term change.

What sort of questions does the public
in regards to Body Image and Model
Welfare raise?

JA: The main questions we receive really
are in regards to our retouching policy.
Have any problems arisen in regards to We also have wider programmes in place product/trends, but also just to touch
modelling agencies not complying with to highlight the impact social media base and see what’s going on in “their
these policy guidelines? can have on body image and mental family and community” of followers. This
health. For example, we work with the is an invaluable resource and is why the
RC: Not that I’m aware of, but I would “WE HAVE RESORTED Diana Award (a charity that is working customer has become more aware and
like to think that ASOS would only work TO FINDING OUR to prevent bullying) and we have been educated in the way they dress and as a
with agencies which have guidelines partnered with them for the launch of result can dress with confidence.
OWN MODELS; OFTEN
and rules which embrace and support their ‘#MySenseOfSelf!’ project which
all body types, and as a result any issues THROUGH INSTAGRAM, teaches young people about body So, what do you think are the benefits
are dealt with prior to production teams FESTIVALS, COMPS OR confidence and self-esteem. of having such ASOS policies and
meeting or hiring our models. ideologies in place?
EVEN AT TIMES FROM
The focus of the project is on an activity
JA: Yeah, I agree. Ultimately it’s up THE ASOS OFFICE!” in which they draw an outline of their RC: The benefit to me is simply having
to the ASOS Model booking team to neck and shoulders on a large piece of less boundaries, but naturally having to
decide which models we want to use media is positive and this is monitored paper and then write words around the think outside the box more because as a
on our website, or for any other media and addressed constantly. We use outline that shows what makes them up designer you aren’t always designing for
channel, so they should be following the social media as a resource to gain an (i.e. I love cooking, my favourite colour yourself – it makes you appreciate what
guidelines outlined in our policies, such understanding of what our customer is red). When they have filled the paper you are giving as a service.
as only using models with measurements needs also. This is usually free of any around their outline they take a selfie
above a UK size 8. boundaries – and sometimes the more with the paper behind them. The activity And, do you think that there are any
honest the better as all we want is to highlights that when people take selfies negative aspects or restraints in regards
However, we do sometimes face issues make sure that ASOS customers and post them on social media, the selfie to working with such strict policies and
due to modelling agencies presenting are happy. doesn’t show who they are as a person guidelines?
models that have measurements that but just what they look like, especially
are smaller than we would want to use. We have strict rules about what we can after using various filters and apps. We RC: Naturally we have to be sensitive to
For example, in the past we have had post and always address how things may are currently working with the Diana the diversity of our customer base and
challenges in finding agencies who be perceived before being posted. Award to expand on this idea to a more the different ethnic groups, and respect
supply ‘plus size’ models above a size National level and it’s an area we would their opinions and beliefs, whether this
16 and as a result have resorted to Do ASOS work with issues surrounding look to continue working in the future. is silhouette or cut, body shape, print or
finding our own models, often through social media and possible Mental Health pattern, or even the colours used.
Instagram, festivals, competitions or and Body Image issues that could be With social media taking off, do ASOS
even from the ASOS office! But you derived from this? work with bloggers coinciding with this? This is by no means a bad thing, as
know, the modelling industry is changing overall it adds another level to the
so we have seen improvements in this JA: We recognise that mental health MF: We do quite a lot of work with design process and can often influence
area recently. issues are one of the biggest challenges bloggers and influencers. For example how trends evolve. It is also a journey
facing young people today, especially for CURVE, our plus size ‘Own Brand’, from concept to sample and the end
So, how does the ASOS social media with the rise in social media use. We we have done lookbook shoots with product would hopefully not divide or
platforms comply with these policies? work really hard to ensure that our Gabi Fresh and Felicity Howard, who are deter our customer from their ASOS
social media presence is positive and great aspirational women. We also meet experience, whilst being an enjoyable
RC: Naturally we have a responsibility not negatively impacting on the mental with Plus size bloggers, both UK and learning curve and challenge for the
to ensure any imagery posted on social health and body image of our customers. international for advice and opinions on design team.
“Fashion magazines are considered a
main source of information regarding
the attractive ideal presenting looks
and products in a way that evokes
consumers to buy into them”
Warchocki (2007) & Gonzalez, (2012)
VOGUE
JAPAN

Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt
apernam reptatusant.
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ent iberchiciant del magnatium landaepudis
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ducimollam, quame porehenda seque natur, et quistia nisque prere, excepe ommoditas
officim aut acculparum earuntisquia sitio tem- quidi comnimust imaio con essinve ndandunt
porum et que consent repudae quia quatur? apernam reptatusant.
Nest quo te officiae. Et et deles dis pratempor- Minvendit laut quassit ut vollit rendior esci-
ro consed quam quis adipsa sit, cus. ent iberchiciant del magnatium landaepudis
To to ommosan ientiustrum rem vernam que raerum am harchilit que nimendunt, nim
quodit voloria nessum is re nimusanda vo- recate et evellendita iusamus estiatem as a
lorrore il magnihil ilia que porumqu idusam- ducimollam, quame porehenda seque natur,
us eaquias samenis voluptae sae es estibus officim aut acculparum earuntisquia sitio tem-
andesequisti natiur? Lore posanimpore sincid porum et que consent repudae quia quatur?
et doloriatio. Oriam, ut pora volum dolupta Nest quo te officiae. Et et deles dis pratempor-
tisqui voluptae. Nam, as aci cus. ro consed quam quis adipsa sit, cus.
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Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt
apernam reptatusant.
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ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur?
Nest quo te officiae. Et et deles dis pratempor-
ro consed quam quis adipsa sit, cus.
To to ommosan ientiustrum rem vernam
quodit voloria nessum is re nimusanda vo-
lorrore il magnihil ilia que porumqu idusam-
us eaquias samenis voluptae sae es estibus
andesequisti natiur? Lore posanimpore sincid
et doloriatio. Oriam, ut pora volum dolupta
tisqui voluptae. Nam, as aci cus.
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nem fuga. Itatur?
Untiae vel expe excest et elent doloremporat
voloreptatem iunt ad quat inctias doluptat
et faciet quam, optae voluptation erferum at
etur sum quam rem alignissi alis sum quideni
mintur mo velenti optatem. Dusanis dolorem
porerci psamus et pos aut ut que volore natus
adis ant.
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dolupta sequae. Gent ut exero conse nul-
parum vent renimusam aperferro volor mo
denissim sus.
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veritis nulpa nati totatibus, excepudit idel is re
nienihit, cullaborem sus audit ut fuga. Natque
excea quatend aepero maximaximet quatur
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et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas
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ent iberchiciant del magnatium landaepudis
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adis ant.
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denissim sus.
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aciam vent aut modipie nihillande nimus aut
“Girls already vulnerable to
self- esteem or body image issues are
most negatively impacted”
Hesse-Biber, (2006)
GOOD
AMERICAN

What inspired the two of you to start
Good American jeans?

KK: Emma and I created Good American
because we wanted jeans that can fit real
Eliquidus, omnis exceres et debitae optaerem.
women, and we really feel like this has
Ut fugias quia dera nihit molore, ium velende
been lacking in the market. Our denim
et quistia nisque prere, excepe ommoditas
line will go from size 0 to size 24, but
quidi comnimust imaio con essinve ndandunt
we don’t consider this a plus-sized line.
apernam reptatusant.
We consider this a line for the everyday
Minvendit laut quassit ut vollit rendior esci-
woman. We believe in embracing a
ent iberchiciant del magnatium landaepudis
woman’s curves and I feel like now so
que raerum am harchilit que nimendunt, nim
many people are breaking down these
recate et evellendita iusamus estiatem as a
barriers of not only going to a size 6 or
ducimollam, quame porehenda seque natur,
8, which is considered “normal.” I’m
officim aut acculparum earuntisquia sitio tem-
very proud of the message Emma and
porum et que consent repudae quia quatur?
I are trying to get out into the world
Nest quo te officiae. Et et deles dis pratempor-
and we really hope that it transcends
ro consed quam quis adipsa sit, cus.
into making women feel empowered in
To to ommosan ientiustrum rem vernam
their own skin and knowing that there’s
quodit voloria nessum is re nimusanda vo-
a line that’s going to give you all these
lorrore il magnihil ilia que porumqu idusam-
trends, you can still be fashion-forward
us eaquias samenis voluptae sae es estibus
and have everything that the “normal”
andesequisti natiur? Lore posanimpore sincid
girls have, and I hate to say that, without
et doloriatio. Oriam, ut pora volum dolupta
having to sacrifice anything else.
How was it decided that you would cast
real women and fans in your campaign For a lot of women, it’s so hard to find
instead of booked models? a pair of jeans that fits the right way.
How did you take that problem into
EG: Khloé put out a message on social account when it came to designing
media to say that she was launching Good American?
the brand. We really just wanted
women from all backgrounds to come EG: Well, that’s the whole thing, that’s
and be part of the campaign. We what everybody talks about and it’s not
had about 12,000 entries in 24 hours easy, that’s why not a lot of brands are
and we invited 250 people to come able to do it. We’ve spent a really, really
down to audition for the campaign; it long time developing a product that
was amazing. It was one of the most we can be proud of. There are a lot of
empowering, brilliant days because technical elements. What we’ve worked
we had all of these girls that had no really hard on is this contour waistband
idea what they were doing; they saw a which acts like a ‘self-belt’ and it means
manifesto on our website talking about that you never have that gap at the back
our values and what we wanted this if you have a smaller waist and a bigger
company to be and they responded to backside. You sometimes need to make
that. We’ve got this incredible campaign alterations and you’ll never need to do
with all these different women from that in these jeans. The fabric is super
different backgrounds, shapes, sizes, stretchy, has great recovery, the pattern
colors; it was really empowering to do is completely different so that all the
that right at the start of this brand. curve is in the hip. We’ve got some very
special stitching on our jeans so even
KK: What I took away from that the though they’re very plain, the stitching
most is that normally when you’re on is curved and it actually follows and
auditions people are like, “I’m not talking accentuates a woman’s figure.
to you, I want this role,” but everyone
who came into the room was like, “I just So, before all of this, did you have
made some new friends out there!” They someone you looked to as a positive
didn’t even know why they were there, body image role model when you were
they just knew there was a positive growing up?
message and they wanted to be part
of it. To see people that excited about KK: It’s so interesting because when
doing something that’s uplifting, that’s I was growing up heroin chic was the
something that really opened our eyes really cool thing. And there was Kate
and made us think, ‘wow there really is Moss. And she was gorgeous, but I was
a huge lack of this positivity in life and like, ‘I don’t identify with that body.’ I
building other women up in this field and always, weirdly enough, was attracted to
it’s horrible”. the Victoria’s Secret models of the world
because they were more voluptuous. It
It wasn’t even because they were in bras
and panties. It was like, ‘Okay, I finally
see bodies that are a little more like
mine.’ And they’re not even bigger girls.
They just have bigger breasts and a little
curve. And also looking back there were KK: And with that we created our Good
so many girls with way bigger butts like Squad, which is the wonderful girls we
J,Lo, so it’s all good! It’s important to have representing our line. They’re bad
me, no matter what size I am or weight I ass ‘real’ girls who all have a lot going
am, to feel beautiful. Even at my biggest on in their lives. Women who are strong
I was rocking body con dresses and you and so versatile. We have girls of all
couldn’t tell me twice. That’s what I think different colors, ethnicities, heights and
Good American is. It’s about women of sizes. They have tattoos, shaved heads,
individuality and diversity, but also about literally everything. Because that’s really
being comfortable in yourself. That’s now what our world is. It’s not about the
what we’re trying to promote. It’s not cookie cutter ‘I’m a blonde with long
about fitting into a size two and that’s flowing hair’ look anymore, all people are
what makes you beautiful. I just want different and thats ok.
people to be healthy and love who they
are and be in control of your life. But it
doesn’t mean you have to be a size six. “IT’S NOT ABOUT
FITTING INTO A SIZE
So, overall, what does the name Good TWO AND THAT’S
American represent for you?
WHAT MAKES YOU
EG: First of all, we thought the name BEAUTIFUL”
Good American was a great name. But it
was more about a play on the words and Do you have any good tips for how to try
the connotations of what being “good” on denim?
means. Can you not be a really sexy girl
who shows off your body and be good EG: It’s ‘buy them online and try them
and do good in the world? We wanted at home.’ We don’t want that dressing
our company to also behave like a good room mirror situation. We stock them at
American. It’s about paying a fair living Nordstrom and we’re very, very happy to
wage to people, about operating in a be in stores, but the online experience
way people would find acceptable and has brought a whole new dimension to
manufacturing in America. So all those what is a really tricky purchase. If you
values of what it conjures up to be a can, buy a few pairs and try them on in
good American is what our company the comfort of your own home with your
should be and how it should behave. own clothes. That’s a major plus.
KK: I used to be a sales employee. And
sales employees, that’s their job. I have
been convinced that I look so good in
something and I’ve gotten home and
been like, ‘What the fuck did I just
buy?’ I’m a big online shopper. I think
nowadays it’s so accessible and easy.
You can do it on your phone. I just feel
I’m making the decision myself when I
shop online.

EG: And the nice thing about our
website is we’ve shot everything on
three different sized women. So you can
see who you’re closest in size to and see
how she looks. Which I think is a nice
touch on the website. “HAVING SIZES 0 TO 24
IS NOT A WEIRD THING.
It’s unusual to have a online website
that showcases the clothes in various
THE AVERAGE SIZE
sizes isn’t it? WOMAN IN AMERICA IS
A SIZE 16. SHE SHOULD
EG: Why isn’t everybody doing that?
We’re like, ‘This is such a good feeling!
BE ABLE TO GO IN HER
Why is everyone not doing it!’ But the LOCAL STORE AND
reality of the fashion industry is that it’s FIND A PAIR OF JEANS!”
really stuck. It’s stuck in this idea of only
providing sample sizes. It’s stuck in this
idea of when you’re in a department
store you can’t actually go onto the
designer denim floor and find anything
above a 10. And 10 is relatively small. It’s
ridiculous. So this feels revolutionary
because it kind of is. We actually hope
other brands follow suit and it becomes
the norm. That’s why we keep talking
about a “denim revolution.” Having sizes
0 to 24 is not a weird thing. The average
size woman in America is a size 16. She
should be able to go in her local store
and find a beautiful pair of jeans!
“Social media presents and represents
an impossible ideal look, the average
person cannot achieve this. If only
Instagram made real life filters... you
can’t edit real life”
Anon, (2017)
SAMANTHA
RAVNDAHL

Model and Makeup: Samantha Ravndahl
Photography: Ruby James

Samantha Ravndahl (@ssssamanthaa),
boasts a staggering 2.4m followers on
Instagram alone. She is a Canadian
beauty blogger and vlogger, who rose to
fame with her candid YouTube channel
(formerly known as Batalash Beauty)
back in 2014 before the ‘beauty boom’
exploded worldwide. Exploring the
impacts that social media platforms
have had on her, Samantha talks openly
about the career path that many find oh, Anyone would of thought that being a
so glamorous; yet behind the visage is beauty influencer would be the dream
danger of self-perception issues. job; events, freebies, sponsorships and
constant admiration. But what happens
Known for being brutally honest, loud when you reach a level of influence that
and brash with both personality and starts to in turn influence your own
her style of reviews and tutorials alike, behaviour and believes? With a large
Samantha gives her account of her social media following, fans and high
experience as a modern day ‘influencer’ expectations, it can be hard to break
and the subsequent pressures which go away after growing to an exponentially
hand-in-hand with such title. high status of admiration.
“Everyone expects me to look like I do on
Instagram all the time. I don’t wear glam
makeup all the time”, Samantha states.
She continues, “you know, everyone
expects you to look ‘photo-ready’ all the
fucking time”, hinting at competitive
and exceptive behaviours from social
media communities and social groups.
It appears it is taken that what is seen
on social media is ‘real’, and not edited,
airbrushed and well photoshopped
imagery forming part of the ‘act’,
therefore it is expected you look the
same in day to day life, all the time. “It’s
become a competition about who can
look the most fucking glamorous at 8am
in the gym. And then document it on
social media”, Samantha claims hinting
at the narcissist traits of those involved
in the industry. “All this has done to me
is cheapen all the experiences I have.
Like, I get taken away to amazing places
I could only dream of, and I’m not even
taking the scenery in or where I am. It’s
become about where the best lighting is,
or what acts as the best backdrop for a
photo to post online”.

It’s painful to hear that social media
and the opinions of others can damage
someones life experiences, as well
as their values and self confidence.
Samantha states that she was taken away
by an undisclosed brand for a launch
event, and was bought clothes to wear,
even though she took her own, and that
she was the only influencer in the group
to have this experience; “they must of
thought I was too casual or something, it
sucks, it’s like let me be me. The role of
an influencer these days is that you are
paid to be beautiful and look a certain
way, and apparently I didn’t look that
‘certain’ way”.

But, it seems that influencer and blogger
culture hasn’t always been this way;
“this culture, was initially a positive
experience, where ‘blogging’ originally
had an emphasis on makeup artistry
skillset, and actually being fucking good
at the craft, opposed to this present “EVERYONE EXPECTS
day ideology of being classed as an
‘influencer’ and how many likes or views
YOU TO LOOK
you get”. This change echos the increase ‘PHOTO-READY’ ALL
of beauty bloggers and YouTubers THE FUCKING TIME”
around the world, apparently in the
West. It seems that everyone wants a influencers were offered the
piece of the influencer game, which opportunity to create their own
in turn has become damaging to those lipstick shade to be sold in their native
working in it, as well as those who view it countries; a very clever marketing
for fun or guidance. trick from the global brand, whilst also
promoting their social media accounts
Samantha at one point in her career, in a new and tactical manner.
was massively against sponsorships
and undisclosed advertisements, but It appears that the influencer industry
now with her increased following has is growing, and Samantha knows she
been offered many opportunities got lucky with her success - “it was all
and now makes it clear in all of her about the timing, and I think I offered
posts and videos, which are and are something different at the time, as well
not sponsored. “I’m not gonna lie, if as being honest about shit. I won’t say
someone offers you $5000 and you get I like something if I don’t and I won’t
taken to Bora Bora to promote a brand, work with brands I don’t agree with” -
or a brand offers you money to do a and is now successful enough to pick
video, or go to an event and talk about and choose who she works with. But at
a specific product, you aren’t gonna the same time, self-perceptions and
turn that down. Who would? We all have selfhood are being dented, manipulated
to live and have bills to pay”, Samantha and criticised all the time, in person and
states openly and honestly. March 2017 on social media. Is there ever a way back
also saw the launch of Samantha’s own down to ‘normality’ when you reach the
MAC Lipstick in collaboration with top of your game, or is this something
the brand. 10 of the worlds largest that you have to learn to live with?
“The ‘Universal Elite’ in present day
society holds up to its members
the role of the consumer, and the
members of our society are likewise
judged by their ability and willingness
to play that role”
Bauman, (2004)
KYLIE;
KYMAJESTY

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Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas
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porum et que consent repudae quia quatur? apernam reptatusant.
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andesequisti natiur? Lore posanimpore sincid porum et que consent repudae quia quatur?
et doloriatio. Oriam, ut pora volum dolupta Nest quo te officiae. Et et deles dis pratempor-
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Minvendit laut quassit ut vollit rendior esci- Minvendit laut quassit ut vollit rendior esci-
ent iberchiciant del magnatium landaepudis ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem- officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur? porum et que consent repudae quia quatur?
Nest quo te officiae. Et et deles dis pratempor- Nest quo te officiae. Et et deles dis pratempor-
ro consed quam quis adipsa sit, cus. ro consed quam quis adipsa sit, cus.
To to ommosan ientiustrum rem vernam To to ommosan ientiustrum rem vernam
quodit voloria nessum is re nimusanda vo- quodit voloria nessum is re nimusanda vo-
lorrore il magnihil ilia que porumqu idusam- lorrore il magnihil ilia que porumqu idusam-
us eaquias samenis voluptae sae es estibus us eaquias samenis voluptae sae es estibus
andesequisti natiur? Lore posanimpore sincid andesequisti natiur? Lore posanimpore sincid
et doloriatio. Oriam, ut pora volum dolupta et doloriatio. Oriam, ut pora volum dolupta
tisqui voluptae. Nam, as aci cus. tisqui voluptae. Nam, as aci cus.
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nem fuga. Itatur? nem fuga. Itatur?
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voloreptatem iunt ad quat inctias doluptat voloreptatem iunt ad quat inctias doluptat
et faciet quam, optae voluptation erferum at et faciet quam, optae voluptation erferum at
etur sum quam rem alignissi alis sum quideni etur sum quam rem alignissi alis sum quideni
mintur mo velenti optatem. Dusanis dolorem mintur mo velenti optatem. Dusanis dolorem
porerci psamus et pos aut ut que volore natus porerci psamus et pos aut ut que volore natus
adis ant. adis ant.
Nullaboris et et dolenim porero optati ullene Nullaboris et et dolenim porero optati ullene
dolupta sequae. Gent ut exero conse nul- dolupta sequae. Gent ut exero conse nul-
parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo
denissim sus. denissim sus.
Optati omnihil eatqui doluptati volorum qui Optati omnihil eatqui doluptati volorum qui
veritis nulpa nati totatibus, excepudit idel is re veritis nulpa nati totatibus, excepudit idel is re
nienihit, cullaborem sus audit ut fuga. Natque nienihit, cullaborem sus audit ut fuga. Natque
excea quatend aepero maximaximet quatur excea quatend aepero maximaximet quatur
milibus as andae. Pis id quaspe is aut ipita milibus as andae. Pis id quaspe is aut ipita
venes estem eum vellam es as nulla que plam, venes estem eum vellam es as nulla que plam,
aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut
Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas
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Eliquidus, omnis exceres et debitae optaerem.
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que raerum am harchilit que nimendunt, nim
porum et que consent repudae quia quatur?
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Nest quo te officiae. Et et deles dis pratempor-
ducimollam, quame porehenda seque natur,
ro consed quam quis adipsa sit, cus.
officim aut acculparum earuntisquia sitio tem-
To to ommosan ientiustrum rem vernam
porum et que consent repudae quia quatur?
quodit voloria nessum is re nimusanda vo-
Nest quo te officiae. Et et deles dis pratempor-
lorrore il magnihil ilia que porumqu idusam-
us eaquias samenis voluptae sae es estibus
Eliquidus, omnis exceres et debitae optaerem.
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Ut fugias quia dera nihit molore, ium velende
et doloriatio. Oriam, ut pora volum dolupta
et quistia nisque prere, excepe ommoditas
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quidi comnimust imaio con essinve ndandunt
Hendignimi, quistemposam faccusc iendam
apernam reptatusant.
nem fuga. Itatur?
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et faciet quam, optae voluptation erferum at
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et quistia nisque prere, excepe ommoditas
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adis ant.
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Nullaboris et et dolenim porero optati ullene
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que raerum am harchilit que nimendunt, nim
parum vent renimusam aperferro volor mo
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denissim sus.
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Optati omnihil eatqui doluptati volorum qui
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veritis nulpa nati totatibus, excepudit idel is re
porum et que consent repudae quia quatur?
nienihit, cullaborem sus audit ut fuga. Natque
Nest quo te officiae. Et et deles dis pratempor-
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aciam vent aut modipie nihillande nimus aut
“The increase in blogger culture,
particularly in relation to Instagram
and YouTube, has allowed for many
to reach ‘celebrity’ status themselves;
and in return the media has adapted
to [this] reflecting the world of
celebrity dominance”
Gibson, (2012)
MANNY
X
JEFFREE

Models:Manny Gutierrez and Jefree Star
Makeup: Manny Gutierrez and Jefree Star
Photography: Jefree Star Instagram

Influencers and bloggers are becoming
extremely successful in the West, and
thanks to social media platforms this
has expanded beyond the stereotypical
target market of females.With only
23% (Vuelio, 2016) of beauty bloggers
being male, the gender divide is slowly
changing, whilst impacting the distortion
of the male gaze and perceptions at the
same time.

Manny Gutierrez and Jeffree Star, are
the most influential male influencers of
the 21st century. With a ‘celebrity’ status,
7m YouTube followers, and 8m Instagram
followers between them, the male stars
have recently teamed up with a cosmetic
collaboration of liquid lipsticks and
highlighters, taking over the beauty
world unlike ever seen before.
The beauty world can be tough to crack, “I BELIEVE THAT Manny took a similar route to Moments like these are some of the
but Manny and Jeffree are no strangers encouraging differentiation in the reasons these particular influencers
to the industry, and along their way to BOYS DESERVE JUST beauty industry, using Instagram as a pour their hearts and souls into creating
cosmetic stardom have also changed the AS MUCH COSMETIC platform to promote his artistry skills content every single day. Inspiring men
face of it; for the good. RECOGNITION AS GIRLS and YouTube to showcase tutorials and as well as women to embrace what
collaborative videos with Jeffree and they love and who they are has become
Each has their own story, but together IN THE INDUSTRY” influencer Patrick Starrr alike. In 2015 their mantra, hence joining forces.
the powerhouse dominate social MANNY MUA it was announced that an eyeshadow Manny states that, “men want to feel
media, sponsorships and product palette created with Makeup Geek the same way that women feel [and
sales, leading to the 2017 collaboration Cosmetics would be launched and sold be] empowered in that way”. Clearly
of a limited edition set of on-trend internationally. This single product their passion, drive, personality and
products compiling of two liquid caused such an online sensation and candid honesty has resulted in the
lipsticks and a highlighter; which sold hype, that it crashed the site’s servers world watching and catching on - when
out internationally in less than a day. The within 1 hour of being released and both influencers were starting out,
notion of two males releasing a makeup propelled his success to the next level. male makeup artists were few and far
range has been recieved warmly, with In 2016, Manny was the first ever male between on YouTube and Instagram and
open arms, despite the industry still ambassador for Maybelline Cosmetics, were often only seen behind the scenes
being predominatley led by females. appearing in a range of print and digitally of catwalk shows.
led campaign materials and videos.
Starting off as a MySpace star in the Now, he is sponsored by the likes of But despite the positive demeanours,
early 2000s, Jeffree was noticed for his NYX Cosmetics, Urban Decay and Kylie when your career involves baring
pink hair and outlandish makeup looks. Cosmetics to promote their brands, your soul to millions of people, trolls
Increasing followers, and a change in products and events. inevitably come out of the woodwork. “I
the direction of social media saw him get hate every single day, saying I’m gay
push his way into the beauty scene as a Even though the route to success [and] going to hell, or that I don’t know
career path, working as a freelance make sounds easy for both male stars, Manny what I’m doing or that I need help. Now
up artist with celebrity clients, fashion claims that the path wasn’t easy due to that I have this platform, it makes me
editorials, music videos and weddings. being a ‘guy’; “in the beginning, it was want to fight even harder” claims Manny,
His success grew, leading on to YouTube really confusing; my parents and friends Jeffree falls under a similar umbrella,
tutorials which became an international didn’t know what was going on,” he says, being known for being different and
sensation. Now, Jeffree is known for his “they thought I was trying to become a proud of it; “no hate to anyone else,
makeup master classes taught around woman, and they didn’t understand.” but all these big YouTubers do the same
the world, and his own cosmetic line, However, several years later the tides shit: glowy, bronzy, boring makeup, and
branded, ‘Jeffree Star Cosmetics’, have turned as he explains a recent I’m like, “Can we have something else,
claiming that the range is for “anyone encounter at a meet and greet event in please?” So I’m stepping in.”
who is fearless enough to be their own the US; “a guy walked in, he was 12 or 14
person”. Being a fan of makeup since he with a full face of makeup and his dad It appears that even though personally
was 13, Jeffree hopes to “inspire each was there, this macho man with blue they may of had negative experiences,
other to stay true to who we are” despite jeans and a cowboy hat. He was so proud the positive impact of helping others
critism and stereotyping, encouraging of his son. It felt like the world was with their self-perception encourages
diversity and positive self-hood. changing in that moment.” an ever-diversifying, positive industry.
“Attractiveness of Japanese women
was rated the highest for ‘light’ skin”
Tagal et al for Shiseido, (2016)
Japanese
beauty

Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt
apernam reptatusant.
Minvendit laut quassit ut vollit rendior esci-
ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim Eliquidus, omnis exceres et debitae optaerem.
recate et evellendita iusamus estiatem as a Ut fugias quia dera nihit molore, ium velende
ducimollam, quame porehenda seque natur, et quistia nisque prere, excepe ommoditas
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porum et que consent repudae quia quatur? apernam reptatusant.
Nest quo te officiae. Et et deles dis pratempor- Minvendit laut quassit ut vollit rendior esci-
ro consed quam quis adipsa sit, cus. ent iberchiciant del magnatium landaepudis
To to ommosan ientiustrum rem vernam que raerum am harchilit que nimendunt, nim
quodit voloria nessum is re nimusanda vo- recate et evellendita iusamus estiatem as a
lorrore il magnihil ilia que porumqu idusam- ducimollam, quame porehenda seque natur,
us eaquias samenis voluptae sae es estibus officim aut acculparum earuntisquia sitio tem-
andesequisti natiur? Lore posanimpore sincid porum et que consent repudae quia quatur?
et doloriatio. Oriam, ut pora volum dolupta Nest quo te officiae. Et et deles dis pratempor-
Eliquidus, omnis exceres et debitae optaerem. Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt quidi comnimust imaio con essinve ndandunt
apernam reptatusant. apernam reptatusant.
Minvendit laut quassit ut vollit rendior esci- Minvendit laut quassit ut vollit rendior esci-
ent iberchiciant del magnatium landaepudis ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem- officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur? porum et que consent repudae quia quatur?
Nest quo te officiae. Et et deles dis pratempor- Nest quo te officiae. Et et deles dis pratempor-
ro consed quam quis adipsa sit, cus. ro consed quam quis adipsa sit, cus.
To to ommosan ientiustrum rem vernam To to ommosan ientiustrum rem vernam
quodit voloria nessum is re nimusanda vo- quodit voloria nessum is re nimusanda vo-
lorrore il magnihil ilia que porumqu idusam- lorrore il magnihil ilia que porumqu idusam-
us eaquias samenis voluptae sae es estibus us eaquias samenis voluptae sae es estibus
andesequisti natiur? Lore posanimpore sincid andesequisti natiur? Lore posanimpore sincid
et doloriatio. Oriam, ut pora volum dolupta et doloriatio. Oriam, ut pora volum dolupta
tisqui voluptae. Nam, as aci cus. tisqui voluptae. Nam, as aci cus.
Hendignimi, quistemposam faccusc iendam Hendignimi, quistemposam faccusc iendam
nem fuga. Itatur? nem fuga. Itatur?
Untiae vel expe excest et elent doloremporat Untiae vel expe excest et elent doloremporat
voloreptatem iunt ad quat inctias doluptat voloreptatem iunt ad quat inctias doluptat
et faciet quam, optae voluptation erferum at et faciet quam, optae voluptation erferum at
etur sum quam rem alignissi alis sum quideni etur sum quam rem alignissi alis sum quideni
mintur mo velenti optatem. Dusanis dolorem mintur mo velenti optatem. Dusanis dolorem
porerci psamus et pos aut ut que volore natus porerci psamus et pos aut ut que volore natus
adis ant. adis ant.
Nullaboris et et dolenim porero optati ullene Nullaboris et et dolenim porero optati ullene
dolupta sequae. Gent ut exero conse nul- dolupta sequae. Gent ut exero conse nul-
parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo
denissim sus. denissim sus.
Optati omnihil eatqui doluptati volorum qui Optati omnihil eatqui doluptati volorum qui
veritis nulpa nati totatibus, excepudit idel is re veritis nulpa nati totatibus, excepudit idel is re
nienihit, cullaborem sus audit ut fuga. Natque nienihit, cullaborem sus audit ut fuga. Natque
excea quatend aepero maximaximet quatur excea quatend aepero maximaximet quatur
milibus as andae. Pis id quaspe is aut ipita milibus as andae. Pis id quaspe is aut ipita
venes estem eum vellam es as nulla que plam, venes estem eum vellam es as nulla que plam,
aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut
Eliquidus, omnis exceres et debitae optaerem. Eliquidus, omnis exceres et debitae optaerem. Eliquidus, omnis exceres et debitae optaerem.
Ut fugias quia dera nihit molore, ium velende Ut fugias quia dera nihit molore, ium velende Ut fugias quia dera nihit molore, ium velende
et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas et quistia nisque prere, excepe ommoditas
quidi comnimust imaio con essinve ndandunt quidi comnimust imaio con essinve ndandunt quidi comnimust imaio con essinve ndandunt
Eliquidus, omnis exceres et debitae optaerem.
apernam reptatusant. apernam reptatusant. apernam reptatusant.
Ut fugias quia dera nihit molore, ium velende
Minvendit laut quassit ut vollit rendior esci- Minvendit laut quassit ut vollit rendior esci- Minvendit laut quassit ut vollit rendior esci-
et quistia nisque prere, excepe ommoditas
ent iberchiciant del magnatium landaepudis ent iberchiciant del magnatium landaepudis ent iberchiciant del magnatium landaepudis
quidi comnimust imaio con essinve ndandunt
que raerum am harchilit que nimendunt, nim que raerum am harchilit que nimendunt, nim que raerum am harchilit que nimendunt, nim
apernam reptatusant.
recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a recate et evellendita iusamus estiatem as a
Minvendit laut quassit ut vollit rendior esci-
ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur, ducimollam, quame porehenda seque natur,
ent iberchiciant del magnatium landaepudis
officim aut acculparum earuntisquia sitio tem- officim aut acculparum earuntisquia sitio tem- officim aut acculparum earuntisquia sitio tem-
que raerum am harchilit que nimendunt, nim
porum et que consent repudae quia quatur? porum et que consent repudae quia quatur? porum et que consent repudae quia quatur?
recate et evellendita iusamus estiatem as a
Nest quo te officiae. Et et deles dis pratempor- Nest quo te officiae. Et et deles dis pratempor- Nest quo te officiae. Et et deles dis pratempor-
ducimollam, quame porehenda seque natur,
ro consed quam quis adipsa sit, cus. ro consed quam quis adipsa sit, cus. ro consed quam quis adipsa sit, cus.
officim aut acculparum earuntisquia sitio tem-
To to ommosan ientiustrum rem vernam To to ommosan ientiustrum rem vernam To to ommosan ientiustrum rem vernam
porum et que consent repudae quia quatur?
quodit voloria nessum is re nimusanda vo- quodit voloria nessum is re nimusanda vo- quodit voloria nessum is re nimusanda vo-
Nest quo te officiae. Et et deles dis pratempor-
lorrore il magnihil ilia que porumqu idusam- lorrore il magnihil ilia que porumqu idusam- lorrore il magnihil ilia que porumqu idusam-
us eaquias samenis voluptae sae es estibus us eaquias samenis voluptae sae es estibus us eaquias samenis voluptae sae es estibus
Eliquidus, omnis exceres et debitae optaerem.
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Ut fugias quia dera nihit molore, ium velende
et doloriatio. Oriam, ut pora volum dolupta et doloriatio. Oriam, ut pora volum dolupta et doloriatio. Oriam, ut pora volum dolupta
et quistia nisque prere, excepe ommoditas
tisqui voluptae. Nam, as aci cus. tisqui voluptae. Nam, as aci cus. tisqui voluptae. Nam, as aci cus.
quidi comnimust imaio con essinve ndandunt
Hendignimi, quistemposam faccusc iendam Hendignimi, quistemposam faccusc iendam Hendignimi, quistemposam faccusc iendam
apernam reptatusant.
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voloreptatem iunt ad quat inctias doluptat voloreptatem iunt ad quat inctias doluptat voloreptatem iunt ad quat inctias doluptat
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Ut fugias quia dera nihit molore, ium velende
etur sum quam rem alignissi alis sum quideni etur sum quam rem alignissi alis sum quideni etur sum quam rem alignissi alis sum quideni
et quistia nisque prere, excepe ommoditas
mintur mo velenti optatem. Dusanis dolorem mintur mo velenti optatem. Dusanis dolorem mintur mo velenti optatem. Dusanis dolorem
quidi comnimust imaio con essinve ndandunt
porerci psamus et pos aut ut que volore natus porerci psamus et pos aut ut que volore natus porerci psamus et pos aut ut que volore natus
apernam reptatusant.
adis ant. adis ant. adis ant.
Minvendit laut quassit ut vollit rendior esci-
Nullaboris et et dolenim porero optati ullene Nullaboris et et dolenim porero optati ullene Nullaboris et et dolenim porero optati ullene
ent iberchiciant del magnatium landaepudis
dolupta sequae. Gent ut exero conse nul- dolupta sequae. Gent ut exero conse nul- dolupta sequae. Gent ut exero conse nul-
que raerum am harchilit que nimendunt, nim
parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo parum vent renimusam aperferro volor mo
recate et evellendita iusamus estiatem as a
denissim sus. denissim sus. denissim sus.
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Optati omnihil eatqui doluptati volorum qui Optati omnihil eatqui doluptati volorum qui Optati omnihil eatqui doluptati volorum qui
officim aut acculparum earuntisquia sitio tem-
veritis nulpa nati totatibus, excepudit idel is re veritis nulpa nati totatibus, excepudit idel is re veritis nulpa nati totatibus, excepudit idel is re
porum et que consent repudae quia quatur?
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aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut aciam vent aut modipie nihillande nimus aut
Eliquidus, omnis exceres et debitae optaerem.
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et quistia nisque prere, excepe ommoditas
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ent iberchiciant del magnatium landaepudis
que raerum am harchilit que nimendunt, nim
recate et evellendita iusamus estiatem as a
ducimollam, quame porehenda seque natur,
officim aut acculparum earuntisquia sitio tem-
porum et que consent repudae quia quatur?
Nest quo te officiae. Et et deles dis pratempor-
ro consed quam quis adipsa sit, cus.
Eliquidus, omnis exceres et debitae optaerem. To to ommosan ientiustrum rem vernam
Ut fugias quia dera nihit molore, ium velende quodit voloria nessum is re nimusanda vo-
et quistia nisque prere, excepe ommoditas lorrore il magnihil ilia que porumqu idusam-
quidi comnimust imaio con essinve ndandunt us eaquias samenis voluptae sae es estibus
apernam reptatusant. andesequisti natiur? Lore posanimpore sincid
Minvendit laut quassit ut vollit rendior esci- et doloriatio. Oriam, ut pora volum dolupta
ent iberchiciant del magnatium landaepudis tisqui voluptae. Nam, as aci cus.
que raerum am harchilit que nimendunt, nim Hendignimi, quistemposam faccusc iendam
recate et evellendita iusamus estiatem as a nem fuga. Itatur?
ducimollam, quame porehenda seque natur, Untiae vel expe excest et elent doloremporat
officim aut acculparum earuntisquia sitio tem- voloreptatem iunt ad quat inctias doluptat
porum et que consent repudae quia quatur? et faciet quam, optae voluptation erferum at
Nest quo te officiae. Et et deles dis pratempor- etur sum quam rem alignissi alis sum quideni
mintur mo velenti optatem. Dusanis dolorem
porerci psamus et pos aut ut que volore natus
adis ant.
Nullaboris et et dolenim porero optati ullene
dolupta sequae. Gent ut exero conse nul-
parum vent renimusam aperferro volor mo
denissim sus.
Optati omnihil eatqui doluptati volorum qui
veritis nulpa nati totatibus, excepudit idel is re
nienihit, cullaborem sus audit ut fuga. Natque
excea quatend aepero maximaximet quatur
milibus as andae. Pis id quaspe is aut ipita
venes estem eum vellam es as nulla que plam,
aciam vent aut modipie nihillande nimus aut