Plus-size model Lu Zhihui Photo: Courtesy of Lu Zhihui

How would you describe a super model? Adjectives such as "tall," "slim" or "thin" may naturally come to most people's mind. Yet this may soon be a mind-set of the past as thin models' domination of catwalks and magazine covers is being challenged by a new generation of plus-size model.

"Where there is demand, there is a market," 26-year-old Lu Zhihui told the Global Times.

Living in South China's Guangzhou, Guangdong Province, Lu has worked as a plus-size model in China for five years. With a height of 170 centimeters and weighing in at 86 kilograms, Lu is a size 18.

"Today many 'fat' girls feel very confident. They are willing to show others their beauty. Some choose to be examples to those that are still too hard on themselves by being plus-size models," Lu said.

A 'big' impact

Earlier this year 165 centimeters tall, size 22 US model Tess Holiday became one of the most popular figures on the Internet. Modeling for a few major fashion brands and appearing on the cover of People magazine, Holiday proved the traditional idea of "thin equals beauty" wrong.

The latest Spring/Summer New York Fashion Week also saw plus-size models on runways for brands like Chromat, Sophie Theallet, and Marc Jacobs. Besides a rising number this time, comparing with the 2015 Autumn/Winter Fashion Week when oversize models only invited to present undergarment or swimwear, this time they dressed up more formerly.

While China is also taking part in this new trend towards curvier models, these women are breaking into the industry somewhat differently than the US. Many got their start online, where the country's booming e-commerce is a major driving force behind the demand for plus-size models.

Lu's first got involved in modeling back in 2010 when looking for a part-time job as a student during college break.

"Without thinking about it I typed in the key words 'plus-size model' and was surprised to discover online shops were looking for these types of models," Lu told the Global Times.

At the time, online shopping in China was rapidly becoming more popular, attracting all kinds of customers, including those in need of plus-size clothing. With clothing sizes in retail stores limited, larger customers often find it difficult to find suitable clothing, but with the help of online shopping they are just a few mouse clicks away from finding what they need.

To further fulfill the need of these customers, an increasing amount of online shops are providing plus-size clothes, which require the right type of model to show them off.

Twenty-nine-year-old Wu Xiaobai has been a plus-size for a domestic swimwear brand since 2013. At 170 centimeters high and 97 kilograms in weight, the Shenyang-based young woman stood out from the crowd at a super model contest held by online shopping platform Taobao several years ago. Currently, she also owns an online store that specializes in plus-size fashion. The store has more than 60,000 followers.

Similar to Wu, Dalian-based Lu Hongyu, or Dayu, runs an online shop selling plus-size women's clothing. Instead of hiring a model, she models the clothes at her shop herself.

"Compared with average-size fashion, there are only a few plus-size retail stores in China," Dayu noted.

"Online businesses serve a wider range of customers."

Lu Hongyu in swimwear Photo: Courtesy of Lu Hongyu

Increasing confidence

From time to time, Wu posts pictures of herself modeling the latest fashions, as well as advice on how to match clothing, accessories and makeup on her Sina Weibo account.

"Usually chubby girls don't dare wear fashionable clothing, but I'm different. I believe chubby girls can be very fashionable," Wu said. 

She added that some time ago she was invited to appear on a TV variety show program to help female shot put athlete Gong Lijiao, who also has a plus-size frame, to find some suitable clothing.

"It makes me very happy to provide chubby girls attractive clothes," she added.

"Being a plus-size model is more than a job, it brings me confidence and makes me feel beautiful," Dayu told the Global Times, explaining that as a chubby child it was difficult for her to find attractive clothing that fit and so she never bothered dressing up much.

 "It was only after I became a plus-size model that I realized I can have a better quality of life… I hope more chubby girls have more confidence in themselves."

Of course being a plus-size model is not easy and does require one take care of their physique.

"At the very least your muscles should not be loose but tight," Lu said.

"So I go to gym at least twice a week." 

There are also occupational hazards to keep in mind.

"Because we are heavy, standing for a long time can put big pressure on our knees, ankles and backbone," Lu said.

Social acceptance is also something models must face. While the concept that people should have healthy figures instead of blindly trying to stay extremely thin has become more accepted, it still takes some extra courage for plus-size models to show what they got in public.  

"When I first modeled swimwear I was embarrassed to change in front of others. Everyone was looking at me," Wu recalled, explaining that she eventually got over this fear.  


Newspaper headline: Heavy weight contenders