The first glossy magazine dedicated to curvy women has been unveiled in Britain.
‘Just As Beautiful’ is aimed at shapely women who are between a size 14 and 20 UK Dress Size and most important of all will not use any models who are slimmer than its target audience.
It will feature articles on fashion, cooking, sexy plus size lingerie and lifestyle – but unlike similar magazines, it won’t include dieting tips.
All the models featured in the magazine’s fashion and lingerie shoots will be larger than a Size 14, and the magazine’s editor, Sue Thomason, has promised ‘there will be no airbrushing out bits of their bodies’.
The first issue features an article on Gavin and Stacey star Ruth Jones.
Ms Thomason, a Size 18 herself, 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 just plain 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.
In her first editorial, Ms Thomason explains that one of the magazine’s mission statements was to ‘help end the current harsh visual obsession’ suffered by curvaceous or plus size women. Some of the most beautiful women in the world have a shapely hourglass figure.’
‘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.’
This plus size specific magazine began in 2007 as a free digital publication distributed via email on a subscription only basis and has built up a circulation of nearly 30,000.
But in September 2010 it was launched as a bi-monthly magazine, available in selected stores and on subscription.
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 because of their shape. We might have interviews from plus size celebrities like Ruth Jones but they are interviews and don’t concentrate on their dress size. If one of our models is wearing lingerie it will be plus size lingerie.’
‘There are plenty of magazines out there which promote losing weight but our readers don’t want that. They want a magazine with real women, plus size women, with real issues that are relevant to them.’