M&S ‘real women’ are still too perfect, say customers

WITH the strapline ‘For every woman you are’ and models ranging from sizes 8 to 16, it is the advert supposed to portray the body shapes of real Marks & Spencer customers.

But, within days of its release, the attempt to identify with ‘real’ women appears to have backfired among some shoppers.

They have criticised the Shapewear control underwear advert, part of the store’s Autumn 2012 campaign, claiming it uses perfect-looking models ‘with no wobbly bits’ to sell garments designed to help shapelier women smooth out their curves.

Despite the six models wearing garments ranging from sizes 8 to 16, other shoppers pointed out that only one looks ‘plus-sized’.

The store famously dropped its celebrity models, including Twiggy and Myleene Klass, to focus on ‘real’ women for its latest campaign, which began last month and features a total of ten models of various ages, including grey-haired 56-year-old Yasmina Rossi.

But the Shapewear advert, released this week, has not gone down well with some consumers.

One, ‘Katy Anne Brown’, wrote on Twitter: ‘It annoys me that there is only one curvy model on the M+S ad and five skinny rakes.’

Another, ‘Lauren’, wrote: ‘Only one of these is over size 14 and even she has no wobbly bits at all.’

And ‘Neens’ tweeted: ‘Oh come on, M&S – including one plus-size model in your TV clothing ad does NOT make it ok for the other models to be totally emaciated!’

The M&S Facebook page also received negative comments. Claire Struthers wrote: ‘Every woman? All I see in that pic is size 8 and maybe, at a stretch, 10 ...’

Meanwhile, Missy Miller, commenting on the campaign on the blog Does My Bum Look Big In This, said: ‘The whole “plus size” model rigamarole is a bit devious. These women are models.

‘They are just bigger models than most of the other ones. But they are still glamazons with great proportions, long legs, toned bodies. They need to know those “plus size models” are not the norm either.’

‘Fiona’ added: ‘They are all cookie-cutter models. And then here we have the token ‘plus-sized’ girl.’

Another blogger wrote: ‘I got a bit too excited when I read about “all shapes and sizes”. I thought, at last, maybe we would see a model under 5ft 3in.’

Others, however, praised the move. Lisa Morris wrote on the M&S Facebook page: ‘I would just like to thanks M&S for using models that are not size 0. Well done M&S.’ And Jan Holley wrote: ‘This ad is great – applause to you for showing grey-haired and larger ladies – not all airbrushed and perfect.’

Marks & Spencer yesterday said the size and shape of the models in the image had been not been digitally altered.

A spokesman added: ‘We’re really proud of our campaign, which celebrates women, and our customers have told us they love it too.’