# Fuller Bodied Icons Average Sizes Return to Runways By Hayley Grieve | Published 2008-08-31 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/return-of-average-size-models-cultural-shift References: [trendhunter](http://www.trendhunter.com) Ultra-thin models and [body image problems](https://www.trendhunter.com/trends/doves-super-bowl-ad) have been fiercely debated issues for over a decade. We have heard the stories of model malnutrition death and girls and boys as young as 7 who claim they should be on diets. Should models have to fit a certain size range? And if so, who decides what is “healthy”? It is a touchy subject that has two sides, and although there have been scientific tests about body image, society still seems stuck about how to move forward. The move forward seems to be emerging as the use of models closer representing the majority of global women. All of the models in this gallery are a US size 10 and above. So pretty! I think they all have beautiful faces and make the products look just as good as a standard size 2 model. And yes, believe it or not, these girls are all in the [Plus Size division](https://www.trendhunter.com/trends/curve-by-the-shirt-company) of their agencies, even though they appear to look “normal.” Designers would most likely be willing to use a [greater variety of models](https://www.trendhunter.com/trends/limitless-campaign) in their advertisements if sales were kept high. Only time will tell if this trend will fully develop or die. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 94% | Activity: 65% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Diversity in Modeling:** Opportunity to promote body positivity and inclusivity by using models of various sizes and shapes in advertisements. - **Shifting Beauty Standards:** Opportunity to challenge traditional beauty standards and redefine what is considered 'normal' or 'healthy'. - **Market Demand for Inclusive Advertising:** Opportunity to cater to a wider audience by using models that better represent the majority of consumers. ### Where This Applies - **Fashion:** Disruptive innovation opportunity for fashion brands to promote diverse representation and appeal to a wider consumer base. - **Beauty:** Disruptive innovation opportunity for beauty companies to redefine beauty standards and promote body positivity through inclusive advertisements. - **Advertising:** Disruptive innovation opportunity for advertising agencies to develop creative campaigns that challenge traditional beauty norms and promote diversity. ## Related on Trend Hunter - [Nostalgic Beauty Campaigns](https://www.trendhunter.com/trends/unseenbeauty-initiative.md) - [Body-Inclusive Reality TV Ads](https://www.trendhunter.com/trends/roses-for-every-body.md) - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Romantic Size-Inclusive Intimates](https://www.trendhunter.com/trends/gabi-gregg.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Body Positivity Campaigns](https://www.trendhunter.com/trends/nobodylikeyou.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Size-Replicating Try-On Technologies](https://www.trendhunter.com/trends/google-shopping.md) - [Size-Inclusive Shirt Collections](https://www.trendhunter.com/trends/curve-by-the-shirt-company.md)