Plus size can always sell more than size zero.

How the video industry ended up with size zero, have you ever wondered?

It’s an industry that deals with aspirations. Every Miss beautiful and Mister handsome is expected to have an hourglass-shaped body and at least six packs fit tight to the stomach, glazing skin tones and a mandatory branded coolers on an outdoor shooting. This apparently becomes the first sight to attract the customers. Video industry was originally emerged to design, market and sell products. The fashion industry made a very big impact on videos, films and advertisements. It was very easily formulated that fashion was the stepping stone to enter a video industry. But what is the cliche of using skinny models in videos? Before even the New York Fashion Week started, the big story began – the luxury groups LVMH and Kering have pledged to stop using underage and size zero models in their catwalk shows and ad campaigns. If that’s the case, will the video industry survive yet?

Fashion brands chose skinny models because they don’t want their models to stand out as they wanted the audience to pay more attention to the clothing the woman is wearing than to her overall look. That means the fact that other companies are using skinny models gives them the incentive to use skinny models too—to fit the trend, to avoid standing out. Precisely, omitting the plus-size in the fashion chart. Inspired by this scenario and hiring models who are used at the catwalks on stages the portrayal of women in videos was designed to the shape of an hourglass. Be it in an advertisement for a feminine product or some deodorant men use, the formula was strongly believed to have been bringing success.

On top of that, videographers are interested in size zero to draw too much of the audiences’ attention and sell their message. Unfortunately, there are more and more fashion models being diagnosed with eating disorders like anorexia and bulimia because the industry encourages them to ‘keep their figure’. Some models have even collapsed during photo shoots and have been chauffeured to hospitals where they were placed on IVs before heading right back to work.

Social media has provided a platform for less powerful industry players and critics – who were effectively locked out of an elitist world in which designers dictated how women should look but accepted no accountability for the physical demands placed by a 23in waistband. With power comes responsibility. Finally, fashion is facing that maxim. It wouldn’t be a more progressive stance for these big brands too – instead of banning these girls and women from work – make a sincere, ongoing effort to address diversity in their portrayal. Slowly, quietly, changing the face of fashion.

The inability to use real plus-size models undoubtedly comes down to the fact that high-end designers want to exclude real plus-size women from their plot: so did the video industry. Our bodies are not aspirational, and this is an industry that deals with aspirations.


While a couple of international events just rolled out, there’s yet another reason to celebrate. Which means hordes of facebook posts and tweets, selfies with female BFF and many more. With pinks everywhere and March 8 posters at the end of every street, it’s time to bring a meaningful celebration and extend support to #balanceforbetter. We may have a long way left to go, but we’ve certainly come pretty far from where we once were. With our feminist forebears in mind, let’s celebrate this March 8 with some badass old and new ideas.

Balance For
Our genes not only hold information about us but they can narrate our history from decades ago. By standard definition, a matriarchy is a “family, group or state governed by a matriarch (a woman who is head of a family or tribe).” Anthropologists and feminists have since created more specific classifications for female societies, including the matrilineal system. Matrilineality refers not only to tracing one’s lineage through maternal ancestry, but it can also refer to a civil system in which one inherits property through the female line. While the legendary Amazons (probably the most widely known matriarchy) are relegated to mythology, there are a handful of female-led societies that thrive in the real world today (ref. 6 Modern Societies Where Women Rule BY Laura Turner Garrison)

In the pre-historic period like how few of the Indian cinemas portray, it was women who completely ruled and were the independent decision makers. Right from there, what was called as multitasking was introduced. She after giving birth can immediately become a feeding mother while she can also be a homemaker. With inadequate rest, she stepped out of her labour room to help men in running the government successfully.

The modern history is exciting, with technology all around and independent women stepping foot everywhere like what John Steinbeck quoted in Travels with Charley: In Search of America, said “And finally, in our time a beard is the one thing that a woman cannot do better than a man, or if she can her success is assured only in a circus.” To create a better world, we need balance. Balance through freedom, activism, opportunities and of course gender. Right from the statue of liberty to Lady justice, womenkind has been there guarding and leading. Can you say this is a statement of feminism? Not really as it was men who constructed these strong statues.

In a fast pacing world where equality and balance has become a business issue, it very essential for growth and it is a social responsibility. As socially responsible citizens at Clipcanvas we thrive for empowerment and accelerate gender equality. With female skills and talent, we build opportunities and develop leadership abilities. So open your arms and pose for the Internation Womens Day and extend your support to #Balanceforbetter. Together we can make this March 8 a meaningful one.

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