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'Real' women face New Look campaign

10 May 2011

Fast fashion, high street retailer, New Look, is moving away

from the trend for skinny campaign models. Refreshingly the retailer has opted to use real women in its new advertising campaign. The high street chain has signed up 100 customers and staff to appear in its ‘100 Days of Summer’ campaign which launched yesterday (May 9). The women who feature in the ads range from size six to 18 with an average height of 5ft 5ins, six inches shorter than most professional fashion models.

“We’ll show that anyone with style regardless of height, age or size, can be a New Look girl,” said a spokesperson for the retailer. The search for ‘real’ models to take part in the next shoot is ongoing, with casting calls advertised on New Look’s Facebook page.
100 days of summer
New Look
real models