The first glossy magazine dedicated to curvy women has launched in Britain – and refuses to use models smaller than a size 14.
Just As Beautiful magazine is aimed at women between a size 14 and 20 and will not use models who are slimmer than its target reader.
The publication will feature articles on fashion, cooking and lifestyle – but will NOT include any diet tips.
All the models used in the magazine’s fashion and underwear features will range from size 14-20 and the mag promises ”no airbrushing out bits of their bodies”.
The first issue features an article on roly-poly ‘Gavin and Stacey’ actress Ruth Jones.
Editor Sue Thomason, a size 18, said: ”If you’re a woman over size 14, you’re likely to be stuck for something to read that doesn’t make you feel like you’re too big or ‘wrong’ because you’re not a size zero.
”We want our readers to know that they don’t need to change their appearance to ‘fit in’ or be truly happy.
”Most people only think they need to change because they’re constantly exposed to the message that they do – and shown images of impossibly skinny models that they’re told they ‘should’ look like.”
In her first editorial, Sue, who has worked as a body image life coach for five years, added that one of the magazine’s mission statements was to ”help end the current harsh visual obsession” for curvier women.
She adds: ”Appearance needs to be rethought and placed firmly back where it belongs – in the entertainment section of your life, along with fashion and make-up.
”If you feel anxious about your looks instead of being relaxed, it’s a sure sign that you need to change your mind and not your body.”
The magazine began three years ago as a free digital publication distributed via email on a subscription-only basis and had built up a circulation of 30,000.
But it has now been launched as a bi-monthly magazine – available in selected stores and on subscription – costing £4.70.
Publisher Ronnie Ajoku said: ”This is a classy, non-pornographic magazine.
”There will be no diet sections but we do have exercise tips.
”No model under size 14 will get into the magazine.
”We have normal interviews with women who happen to be size 14-16.
”What we want to do is supply a magazine for women who don’t want to be made to feel bad about the way they look.
”We might have interviews from plus size celebrities like Ruth Jones but they are straight forward interviews and don’t concentrate on their size.
”The point of the magazine is not to make such a big deal about women’s figures like other magazines do.
”There are plenty of magazines out there which promote losing weight but our readers don’t want that.
”They want a magazine which is relevant to them while making them feel good about how they look.”
Photographs by Lance Burkitt