Imagine If All Advertising Showed Diversity In Women’s Body Shapes Like This…

Wanna know who our fave body image blogger is? Hands down, Jes Baker who writes The Militant Baker. And she should be yours too. And she should be the next Oprah. And she should have her own TV show because she knows what real women want, and knows how to get our attention.

Although she may not be a household name just yet, you no doubt have already seen her Abercrombie and Fitch spoof photography project, and most recently, her blog post about the dangers of fat-shaming and skinny-shaming as evidenced by the words in Google’s auto complete function, such as “fat people are gross” and “fat people don’t deserve love” for example.

Since she is not happy with the status quo of women in the media and the narrow-minded portrayal of women in advertising, 27 year old Jes decided to get creative again, and get the attention of us all in an attempt to change how we think. And hopefully how key decision makers in fashion and advertisers think, because after all they are the ones who dictate to us what is “fashionable” “successful” and supposedly “beautiful”. But they are missing a key ingredient: diversity!


Jes teamed up with Liora K photography again (who she worked with on the Abercrombie shoot) and came up with a mock campaign called ‘Lustworthy: a statement for the visible woman” which is a send-up of most high fashion beauty campaigns you see today.

The two came up with these images which they describe as “visually jarring yet beautifully exclusive” because even though the industry doesn’t think anything except a size 0 can’t be “lustworthy” in the real world people in fact think the opposite.

“Never in our culture do we see sexy photo shoots that pair nontraditional bodies with traditionally attractive models. It’s socially acceptable for same to be paired with same, but never are the different types of bodies positively mixed in the world of advertisement,” Jes explains in her blog.

She goes on to explain how the “Attractive & Fat” caused quite a stir and made people feel uncomfortable seeing something different than what we are used to/what is forced upon us.


“This negative reaction is largely attributed to companies that capitalize on the thought that atypical bodies are not attractive, desirable or lust worthy. This is inaccurate, and the only way to shift the way we view ourselves is to repeatedly counter exclusionary imagery with positive inclusive imagery.”

Both Liora and Jes hope this Lustworthy series of images will contribute to changing the socially accepted ideal.

“It turns out that no body is inferior (and consequently no body is superior), and so all bodies have the opportunity to be paired will all bodies. This isn’t an opinion. This is a fact. I see it in my life. I see it in other people’s lives. I see it everywhere. Everywhere except for advertising. So Liora and I changed that.”

This is only the first part in this project, as Jes says there will be four more installments in the series showing unconventional body pairings to really hone in the message. Since her projects go viral and really do penetrate the social conscience, we hope this message will ring loud and clear, and that Jes Baker will be a key player in the change in body image in fashion and advertising in 2014.


“The visible fat woman, who is unafraid of her obvious beauty and magnetic sexuality is a woman I want to see around. And after we expose these aforementioned body biases and unlock the oppressive lies we have learned, she can be everywhere.”

Aside from her blog becoming a viral sensation in the media and online, Jes will be speaking at The Body Love Conference which she created as a way for more like-minded women to come together as a symposium and share their powerful messages of positive body acceptance to more women. The event will also feature plus size blogger queen Tess Munster, and photographer Jade Beall whose mission is to use her profession to help women accept their bodies despite the flaws.

“I’m so happy to be providing something that doesn’t exist elsewhere,” Jes told Yahoo Canada. “My inbox fills with ‘thank you’ letters daily from women and men who are grateful for the opportunity to embrace themselves as-is.”

What a sobering realization that we really do need to change our perception. Like Jes, we too believe in the ability to change our world with a message that resonates with many women. Instead of getting frustrated, get creative, and find ways to make your voice heard. There are women waiting to hear what you have to say, so follow Jes’ example and be a light.







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