Popular German Fashion Magazine to Go Completely Model-less Starting in 2010

While France has seemingly become the home of realism in magazines, with Elle‘s recent “no Photoshoping, no makeup” issue, and in advertisements of all kind, with legislation proposed that would require cigarette pack-like warnings on any digitally altered image, Germany has snuck up and grabbed the “most progressive” title away from them. Or at least they’ve started something of a race, as the popular German fashion magazine, Brigitte, has announced that, starting with it’s January 2010 issue, it will no longer be using fashion models for its covers or in any of its pieces. Instead, they’ll be using friends, relatives, and staffers. This, all in a move to start showing real women and separate themselves from the culture of promoting impossibly thin fashion models as realistic (critics have also said that it’ll help cut costs too). Of course, this is all well and good, but since most magazines are 90% advertising, we wonder what effect this will really have, with one “regular” person on one page and two dozen paper thin models on the next five.

Publish date: October 7, 2009 https://dev.adweek.com/digital/popular-german-fashion-magazine-to-go-completely-model-less-starting-in-2010/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT