By Terry Aki
Lifestyle Magazine Hey! has stolen a march on its rivals by pledging to do all it can about ‘body-shaming’ in society by only having 75% of its content featuring semi-naked size zero women.
In what has been announced as a first for the industry, the magazine has been hailed as a role model for the publishing world having taken such a progressive stand.
Editor Imausa Ofcanestan, 43, who worked her way up from the lowly position of deputy editor having been guaranteed such a position by her father, the magazine publisher Ivorlot Ofcanestan, said: “At Hey! we’ve always been at the forefront of women’s issues and promoting body positivity and that is why I’m now proud to make this pledge that only 75% of our content will feature semi-naked size zero women from this day forth.
“Obviously that doesn’t include our annual ‘bum of the year’ feature that will be in our January edition as it would be weird to feature a rump that actually hasn’t got bones poking out of it in that feature, but for the rest of the year we will ensure that our content promotes body positivity by occasionally featuring someone who has eaten more than a lettuce leaf in the past year.
“For our forthcoming December edition our feature ‘how to have an orgasm using an avocado and a pot of marmite’ features a model that is actually a size 8, which is a first for our publication.
“Body positivity is all about people being happy in their own skin whatever their size so that is why now we passive aggressively feature paparazzi shots of celebrities who have put on a bit of weight, saying here’s ‘whatshername’ who is happy in her own skin.”
Industry analyst Darren Bedwetter, of Zerofuchs Marketing, said: “The entire fashion industry is in major flux at the moment as we try to work out a way of promoting body positivity whilst at the same as trying to stamp out body shaming.
“That is why we applaud Hey!‘s pledge and hope that other publications will follow suit. Obviously it would be impossible for us to cut out using models who have unattainable bodies altogether as where would they all go and there’s a whole cocaine industry in West London that relies on them, but this is a good start.”