Non-hokey e-commerce images for the plus-size set aren't easy to come by, but ASOS has teamed up with U.K. agency Models1 to launch an Instagram search for the next face of its popular Curve collection. And, it seems a lot of people want the gig: According to the Daily Mail, more than 2,000 entrants submitted selfies in the span of ten days. Per the rules, aspiring models will be judged based on their skin, bone structure and jawline, and how well they photograph. And, the images can't be body shots. #MakeMeACurveModel closes June 9, with the winner announced soon after. She'll nab a contract with Models1's Curve division, an ASOS photo shoot, and £500 ($840) in ASOS vouchers.
#MakeMeACurveModel is a far cry from American Apparel's 2011 plus-size model contest, Next BIG Thing, which illustrated exactly how a brand should not execute this type of competition. Excerpts from the Dov Charney-blessed copy included: "Our best-selling Disco Pant (and around 10 other sexy styles) are now available in size XL … [w]e’re looking for fresh faces (and curvaceous bods) to fill these babies out," and, "If you think you’ve got what it takes to be the next XLent model, send us photos of you and your junk to back it up." The campaign backfired when Nancy Upton, who provided tongue-in-cheek pictures of herself chowing down on chicken and pouring chocolate sauce all over her lingerie-clad body, won the public's vote but not the contest. American Apparel's reasoning, as reported by Jezebel, was that Charney and Co. chose other entrants they "feel truly exemplify the idea of beauty inside and out," who they could "be proud to have representing [the] company."
But, it's ASOS that does us proud (tear). From a spokesperson: "In line with ASOS, Models1 know[s] the importance of a healthy body image in all shapes and sizes...We are extremely conscious of presenting models of an appropriate size and shape to our customers and welcome all feedback." That's better.