Fit not Thin!

This weekend Daisy Lowe teamed up with The Sunday Times to launch their new ‘Fit not Thin’ campaign.  The message is that fit is the new thin, encouraging women to focus on building their strength rather than shedding the pounds.  Top personal trainer and ex-Olympic speed skater, Sarah Lindsay, told the Sunday Times she thinks “the message that fit is the new thin is brilliant, I applaud Daisy Lowe not bowing to pressure to be model skinny.  It’s extremely encouraging given the size zero look that has plagued the past decade”.  She goes on to say how she thinks the Olympics has had an influence on this view and that more and more of her customers are asking for guidance to tone up rather than just lose weight.

So how do we think the fashion industry will take to this idea?  I think it’s about time women’s attitude towards body shapes and sizes got a little healthier and focused on being fitter rather than trying to achieve unhealthy goals.  Hopefully this shift in attitude will influence the fashion industry when it comes to model casting, although I think this will take time.  We know a lot of people within fashion like their stick thin models as they believe this look retains an element of ‘exclusivity’ but working hard for a fit body seems much more aspirational than just starving oneself, wouldn’t you agree?