Body positivity trends and the shift towards more diversity are challenging Western-dominated beauty norms. An Italian modeling agency 'I'mperfetta has set out to change popular beliefs about beauty. The agency head says she chooses her models for their talent and not for their weight, origin, skin color or height. Brands are trying to appeal to a more diverse range of consumers.
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00:00 These models are preparing for a photo shoot in a park in Rome, but they're quite unique.
00:07 Albino sisters Matilda and Angelica Aureli have been hired by the Italian modelling agency
00:13 Imperfetta, which has set itself the goal of changing popular beliefs of what constitutes
00:19 beauty.
00:22 We don't have fixed criteria for weight, origin, skin colour or height. Talent is the only
00:28 thing that matters in selecting our models.
00:32 For years now, some quarters of the fashion industry have sought to stand out by introducing
00:37 more diversity and challenging the idea that models must be tall, thin and as flawless
00:43 as possible. Raising eyebrows with models that stand out from the crowd is the essence
00:48 of this agency's brand.
00:50 When I was a kid, people would touch my hair to see if it was real or a wig.
00:58 As an aspiring model, Benny Malungu had to overcome many difficult hurdles before he
01:05 was hired by the Imperfetta agency.
01:09 They told me that I had to do something with my skin because it wasn't right or I had to
01:14 cut my hair because it wasn't presentable for the clients or I had to lose weight.
01:21 In recent years, many labels have begun using larger-sized models to advertise their clothing.
01:28 But at recent shows in Milan, Paris and New York City, size zero appears to be back.
01:38 Almost all the models were extraordinarily thin.
01:42 Is the body positivity trend out once again? Was it all just a publicity move?
01:47 Paris fashion journalist Vix Foster wasn't surprised at this latest development.
01:52 Today, practically every show has to have at least one or two oversized models. It's
01:59 all this trend and fashion of inclusivity, of course, diversity. It's also a little bit
02:06 of a greenwashing at times.
02:10 When you look in the stores and if you ask for a huge size, they don't have it. They
02:16 really have, yes, large and maybe extra large, but then they don't have XXXL.
02:23 It may be a trend, but it has had an effect on the industry's image of beauty. Models
02:29 of different ethnicities are more popular than ever. It's also more common for magazines
02:34 to feature models with disabilities or ones that are older.
02:37 Is this trend going to continue? I think it's going to continue, but maybe not as much as
02:44 the press and social media is making out of it.
02:48 That may be the case, but the Imperfetta agency has steadily landed more contracts since they
02:53 started in 2020.
02:56 At first it was very difficult because the labels were only used to working with one
03:03 type of model. But gradually more and more labels are realizing the importance of better
03:08 representing their customers.
03:15 It's no longer only the labels that decide what's attractive and trendy. Now consumers
03:21 are having a say. The next generation is part of a changing society that values diversity
03:28 and they want models who reflect these times.
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