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Old 5th January 2009   #1
HSG
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Default CityChic (Australia)


From the land down under comes the first great campaign of the new year, featuring exceptional model choices.

CityChic is an enterprise in the Torrid/Biluzik vein, and, like those two forward-thinking companies, it employs genuinely curvaceous girls.

Better yet, CityChic's current promotion is thematically engaging as well, showing two well-fed young vixens interacting with GQ-type male models.

This first image sets the tone for the whole campaign. The model in the black outfit is quite gorgeous. Her figure is soft and rounded. The closely-fitted dress defines her sensually rounded abdomen, and the wide-open neckline exposes her buxom contours. In fact, it appears as if she has deliberately undone several buttons, to give her prey a better view of her luscious contours. Her facial features are soft and pretty, and her expression is seductively appetitive. There is no doubt in this girl's mind that she deserves--and can get--a suitor who is up to GQ standards, and she considers the fullness of her figure a prime asset in making her conquest. This is precisely the message of self-confidence that young plus-size girls need to absorb, and City Chic is to be applauded for delivering it so effectively.

The campaign alternates between sensual evening images and playful daytime photograhs, such as the following. This denim getup may not intrinsically be the prettiest of outfits, but our Australian cutie makes it very appealing. Her arms, so beautifully displayed, are soft and very full, her waist appears quite generous, and her legs are shapely. This picture effectively targets CityChic's teen/twentysomething audience, who are, after all, girl-women with childlike inclinations as well as maturing desires. The pictures also shows that it's fun to be a curvy girl, that while her undeweight rivals are making themselves miserable by punishing themselves in gym-prisons, she is at play, eating whatever she wants, and enjoying life.

The following evening photograph may provide the best display of our Aussie goddess's delicious figure. Her generous hips and reverse-view curves are unmistakably defined by the figure-baring dress. Her arms appear not only full, but sensually soft, completely free of muscle tone, their alluring shape a consequence of the model's self-indulgence. The hungry look in her eyes completes the effect, presenting a vixen who is used to having her every desire liberally satisfied. With her long tresses, she looks like a plus-size version of an FHM model--and society's views of full-figured women would improve greatly if it was confronted with such a persona.

Click to enlarge

The next daytime shot shows the buxom pair ogling another GQ. What makes CityChic's campaign so effective is that it doesn't try to hide the heaviness of the models' figures--it celebrates it, acknowledging the allure of their weightiness.

But the most exciting element in this image is the revealed fullness of our favourite model's legs. Again, there is not even a trace of disfiguring muscle tone--the luxurious shape of the model's limb is due entirely to gorgeous, natural fullness. She may have the most attractive legs of any model currently working. Note also her buxom contours, and the way in which the strap of her dress presses sensually into her soft shoulder. Her expression is intentionally comical, but suits the theme of the picture.

This spirited evening photo shows CityChic's star model waving a sparkler, while her boyfriend du jour (any girl as opulently proportioned as she is can have as many boyfriends as she wants) breathes fire. The dress is loosely-fitted, but still suggests the intoxicating heaviness of the model's figure beneath the fabric. And of course, her most alluring features--her very full, round arms--are on display.

This campaign earns top marks for featuring models who are visibly full-figured, youthful, and quite pretty (particularly the long-haired vixen). It shows the models having fun, celebrating their luscious curves in figure-baring clothing, their cravings apparent from their hungry expressions. The campaign reinforces the natural pairing of voluptuous young goddesses with GQ-type fellows. It shows that this is what such girls deserve (if they want it); that they can have any men they like, precisely because of the appeal of their soft contours.

Other companies would do well to emulate the details of this campaign (particularly the size of the models), because with more images like this, young women would soon rid themselves of body-image concerns, and discover their innate beauty.

- City Chic

[NOTE: We subsequently discovered that the name of our favourite CityChic model, who appears in the blue dress in this post, is Courtney Maxwell, a U.S. size 16 signed with BGM Models, Australia.]


Last edited by HSG : 1st February 2010 at 23:31.
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Old 6th January 2009   #2
MelanieW
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Default Re: CityChic (Australia)

These pictures remind me of the "alternative-reality TV commercial" that was posted on last years forum (and recently screencapped). There, as here, the models are shown having fun, loving themselves just as they are, and getting the most out of life. For lack of a better word, there is a buoyancy about these ads that is very appealing, a light-heartedness.

But the most important thing is that the models are genuinely plus size. Let no one pretend that truly full-figured models dont appear in campaigns. They do, all the time - and the more visionary the clients, the curvier their models.

I especially love the first image. The viewer cant tell whether the model has unbuttoned her dress herself, or whether the outfit is too snug to close. Both possibilities are size-positive (because it either means that she is confident enough with her body to wear very fitted clothing, or that she is confident enough to show her figure off and expect to have it appreciated).

No mixed messages or insecurities, just a wholly positive theme: life is better (and happier) with curves!
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