For years, images of impossibly slim, gorgeous, blemish-free women have filled fashion magazines, billboards and television screens.
Now, 26-year-old British model Iskra Lawrence is waging war on unattainable beauty standards in the fashion world, flexing her might on social media.
She is among a growing number of plus-size models finding fame and calling themselves body activists, promoting health and well-being. She also refuses to allow clients to photoshop any of her images.
“The whole concept of Photoshop is an illusion,” says Ms Lawrence, during a rare spot of downtime before jetting off on her latest shoot, this time to a windswept beach in Iceland.
“They’re not flaws. They’re part of your body. We were just convinced by society and the media that there was something wrong with them.”
But change is afoot. Ashley Graham, who last year became the first “curve” model on the cover of the annual “Swimsuit Issue” of Sports Illustrated is on the cusp of becoming a household name.
In February, she became the first curve model to walk for Michael Kors at Fashion Week. This season, she hosted a fashion awards night and on Sunday walked again for Prabal Gurung in a show with Gigi Hadid.
It’s not just models. Popular culture is suddenly full of strong women proud of their curves from singers Adele and Beyonce to comedians Amy Schumer and Melissa McCarthy, and tennis star Serena Williams.
Following repeated scandals about anorexia, French holding companies LVMH and Kering, which own dozens of top labels from Christian Dior to Saint Laurent, just days ago pledged to ban size zero models from their advertising and catwalk shows.
Now based in New York, Ms. Lawrence jumps on a plane multiple times a week, has starred in campaigns for American Eagle and its Aerie lingerie line, and has close to four million followers on Instagram.
Six years ago, she says a London booker laughed in her face and told her she’d never get to New York to work.
“That hurt,” she remembers. Since then, she was signed by JAG Models, an agency set up in 2013 to represent larger models and walked in New York Fashion Week and had a billboard in Times Square.
Ms. Lawrence has also taken her message to schools in Britain and U.S. colleges to promote good physical, emotional and mental health.
“Every day on social media, I get these DMs from girls saying I’ve saved their lives from eating disorders or suicidal thoughts. It’s a wonderful, positive movement,” Ms. Lawrence says.