Fashion retailers give skinny the boot

SYDNEY: Sportsgirl has announced that it will tackle negative body image issues among its staff and customers ? in turn admitting that fashion labels have a part to play in the health of young women.
The Australian fashion retailer has developed a Statement of Commitment to Positive Body Image in partnership with The Butterfly Foundation, which supports Australians battling eating disorders.
Sportsgirl will sell Butterfly merchandise in its stores and will raise awareness of negative body issues among staff and customers.
Fashion brands have long shied away from tackling issues related to body image and eating disorders in young women, but the move by Sportsgirl could well prompt other fashion labels to also step up and take responsibility for the part they play.
Teen female fashion retailer Supre is also promoting issues around positive body image, teaming up with Girlfriend Magazine to promote the sale of singlets within its stores that will go to charities that promote healthy self-esteem in teens.
The move by the two retailers comes as the debate over model?s weight and unhealthy body image plays out in the media and as the L?Oreal Fashion Festival prepares to get under way on March 4.
The Australian Fashion Council and other industry representatives have also revealed plans to tackle eating disorders head on at a forum to be held in March.
Sportsgirl general manager Elle Roseby said the partnership with The Butterfly Foundation had been driven by Sportsgirl?s 1000 mostly female staff who nominated negative body image and eating disorders as the most important issue to them and their friends.
"Our staff and customers are in the high risk age group for eating disorders and we have a unique opportunity to raise awareness (of the issues).
"We have always refused to use extremely thin models but we want to make sure we are doing everything we can to support positive body image."
Founder and CEO of The Butterfly Foundation Claire Vickery said it was extremely positive that an influential fashion brand like Sportsgirl was taking genuine action to promote positive body image.
Vickery said eating disorders are the third most common disease in Australian females aged 15 to 24 years, after obesity and asthma.