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Size celebration bears Fruit

Of all company brands, "Fruit of the Loom" may be the last name that anyone would associate with the notion of "feminine beauty." But the fact of the matter is that FOTL is currently producing some of the most size-positive images in the industry.

To promote its "Fit for Me" plus-size line, FOTL placed its arresting Valerie Lefkowitz ad in countless publications, including Glamour, Marie Claire, Grace and Figure. And now, to adorn its product packaging, FOTL is duplicating the success of that celebrated promotion with ravishing images of the industry's two most popular models--Valerie and Barbara Brickner.

Posted here are several examples of Fruit's Barbara Brickner packaging. Instead of a causal, "lifestyle" approach, the company permitted the model to look all-out glamorous, with a "celebrity" hairstyle, and very animated expressions:

These images bear more than a passing resemblance to Mrs. Brickner's celebrated Mode lingerie editorial, which was a daring mix of sensuality and tastefulness, then as now

Images such as these make it possible to envision what a truly size-positive media would look like. The fashion industry could retain its "aspirational" qualities--its craftsmanship and creativity, its professionalism and style--but would employ those talents to adorn the beauty of naturally curvaceous models, rather than androgynous waifs.

Whether it comes in the form of product packaging for women's clothing, or the cover of a Sports Illustrated swimwear issue, the media is a mirror before which women stand, every day of their lives. And it can either reflect an artificial standard that compels women to ruin their quality of life in its pursuit, or a healthy ideal based on natural femininity, which encourages women to make the most of the beauty that they already possess.

But FOTL's masterpiece--their most subversive and gorgeous image of all--is this new promotional packaging featuring their signature model. Here, Valerie once again takes size celebration to an entirely new level, producing one of those perfect examples of timeless beauty that only she can create. The model looks utterly radiant, glowing with health and vitality. Her golden tresses cascade over her shoulders, her gently-lidded eyes shine with a crystalline blue light. And she reveals her natural rondeur with positive delight, knowing that her work will prove, even to the most brainwashed of viewers, that generous curves do not diminish womanly allure, but enhance it.

The tyranny of thinness still dominates our cultural landscape, but a growing number of companies are reintroducing the Classical ideal to the modern world. And long after that natural ideal is restored, people will look back upon this particular blip in time--a time when femininity briefly went "out of fashion"--and consider it . . . quite incomprehensible.










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