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Old 29th November 2011   #1
Join Date: July 2005
Posts: 1,784
Default Justine Legault: ''Switch off the ordinary''

A few weeks ago, fans of gorgeous Justine Legault were intrigued when the Québec plus-size model posted a photo with the caption, "Pop star for the day." The model's look referenced a costume worn by Madonna in concert, some years back, although in stark contrast to the cadaverous, ropy-muscled, androgynous look of the infamous pop singer, Mademoiselle Legault exhibits a fresh, pretty, feminine look in this outfit, with soft features and a sensual swell of fullness at her abdomen:

Fans avidly wondered, what could such attire portend?

The answer came earlier today, as the first images of Justine's brand-new campaign for the Canadian communications firm Astral Media were unveiled, bearing the caption, "Switch off the ordinary." The images show Justine virtually exploding out of a drab outfit and performing in her pop-star regalia, as a spotlight shines upon her.

A larger version of the banner, this one bearing the French-language equivalent of the campaign slogan, offers a clearer view of Mlle Legault in this attire. To the great credit of Astral Media, the company permitted the model's curvaceous, 45" hips to remain gloriously on view and allowed the outfit to exhibit her full thighs and soft, shapely legs. Yes, perhaps the specific context of this getup references pop stardom, but it could just as believably present Justine as a super-heroine, a golden Wonder Woman, with a soft, luscious, gorgeously untoned feminine physique--i.e., the physique of a true goddess. In fact, given the warrior-like qualities of the outfit's armour-like golden fabric, one can even associate the image with a richer musical context than the one for which it was intended, and regard Justine as a Wagnerian Valkyrie, a blonde Brünnhilde exhibiting all of the fair, Nordic, full-figured beauty that the Teutonic myths assign to the shield-maidens of Valhalla.

Click to enlarge

A company press release from Astral Media identifies the purpose and concept behind this campaign, which includes television and radio commercials as well as print ads. Concurrently, an article in Canada's Marketing Magazine reviews the promotion, and has embedded within it three of the associated Astral TV commercials.

According to Mlle Legault, the ad

will be on billboards, buses, etc. all over Canada, but mostly Montréal and Toronto. It's advertising that has nothing to do with fashion, but I love the energy of the shot! It was fun to try something different!
To be sure, the energy of the image is palpable, and it does constitute different and daring territory for a plus-size model. However, the ad may have more to do with fashion than one might think.

After all, the graphic shows a gorgeous, full-figured woman bursting out of the confines of what was obviously a dull, unfeminine outfit of slacks and a blue shirt, and expressing herself in a figure-baring fashion statement showing off the soft, luscious fullness of her physique. It is a fine visual encapsulation of the principle of size-celebration, of plus-size goddesses discovering the archetypal allure of their opulent curves and glorying in their well-fed beauty.

Click to enlarge

Bravo to Justine for her vivacious energy in this photo, and kudos and to Astral Media for selecting a gorgeous and relatively full-figured model to embody the image of a plus-size superstar. As this ad is disseminated to a broad swathe of the Canadian public, it will spread the principle of timeless beauty far and wide.

(Click French-language image to view larger.)

- Justine Legault Gallery

Last edited by HSG : 9th March 2012 at 02:09.
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