New women's glossy squeezes out skinny models for plus-size women (and bans dieting tips)



In a market that seems to cater for every taste, it’s the one area that magazine publishers had inexplicably failed to fill.

Now, however, the first glossy magazine dedicated to curvy women has been unveiled in Britain.

Just As Beautiful is aimed at women who are between a size 14 and 20 and, crucially, will not use models who are slimmer than its target audience.

Diet-free zone: Just As Beautiful magazine is aimed at curvy women and will not use airbrushing - even the adverts (right) will focus on plus-size clothing



It will feature articles on fashion, cooking and lifestyle - but unlike many other titles, it won't include tips on dieting.

All the models featured in the magazine's fashion and lingerie shoots will be larger than a Size 14, and the magazine's editor, Sue Thomason, has promised 'no airbrushing out bits of their bodies'.



The first issue features an article on Gavin and Stacey actress Ruth Jones.



Ms Thomason, a Size 18 herself, said: 'If you're a woman over Size 14, you're likely to be stuck for something to read that doesn't make you feel like you're too big or "wrong" because you're not a Size Zero.

'We want our readers to know that they don't need to change their appearance to 'fit in' or be truly happy.

'Most people only think they need to change because they're constantly exposed to the message that they do - and shown images of impossibly skinny models that they're told they "should" look like.'

Breaking boundaries: All fashion and lingerie models featured in Just As Beautiful magazine will be between Sizes 14 and 20 - just like the title's target reader In her first editorial, Ms Thomason, who worked as a body image life coach for five years, explained that one of the magazine's mission statements was to 'help end the current harsh visual obsession' suffered by curvier women.

'Appearance needs to be rethought and placed firmly back where it belongs - in the entertainment section of your life, along with fashion and make-up,' she said.



'If you feel anxious about your looks instead of being relaxed, it's a sure sign that you need to change your mind and not your body.'



The magazine began three years ago as a free digital publication distributed via email on a subscription-only basis and had built up a circulation of 30,000.

But this month it was launched as a bi-monthly magazine, available in selected stores and on subscription, costing £4.70.

Large as life: The magazine's shapely models are all size 14 to 20, aimed at women who 'don't want to be made to feel bad about the way they look'



Publisher Ronnie Ajoku said: 'This is a classy, non-pornographic magazine.



'There will be no diet sections but we do have exercise tips.



'No model under size 14 will get into the magazine.



'We have normal interviews with women who happen to be size 14-16.



'What we want to do is supply a magazine for women who don't want to be made to feel bad about the way they look.



'We might have interviews from plus size celebrities like Ruth Jones but they are straightforward interviews and don't concentrate on their size.



'The point of the magazine is not to make such a big deal about women's figures like other magazines do.



'There are plenty of magazines out there which promote losing weight but our readers don't want that.

