During Fall/Winter 2020 Fashion Week, plus-size models appeared on the Fendi runway for the first time in history; In 2021, Victoria's Secret, who once took "sexy" as the only criterion, announced Yang Tianzhen as the brand's best friend; Even the Dia & Co plus-size womenswear brand raised $90 million in just 5 years.
With the development of social media, people's aesthetic concepts are constantly diversifying, some large-size consumers who were once ignored by the Internet have entered people's sights, plus-size clothing has gradually been valued by the market, and plus-size modeling has also become a favored emerging profession.
People are no longer anxious about their figures, and they are fiercely rebelling against the idea that "thin is beautiful" in the fashion industry on social media, and Iskra Lawrence is one of them.
No one could have imagined that this girl with a melon face and a sweet smile was a plus-size model with a size 12, let alone that she could compete among a group of slim head Internet celebrities.
Overlooked trillion market outlets
In the era of mass consumption, after market segmentation, it is circle consumption, and after the circle layer is accurately positioned, it will be a new business entrance. "plus-size models", as a specific group that was overlooked in the past, have become a market entry point that cannot be ignored.
Iskra Lawrence quickly became popular for her strict refusal to conform to the crazy body standards of the fashion industry on social media, and then her blunt refusal to post refined photos on social media, so she gained a large number of fans.
Just like the "long tail effect" proposed by Chris Anderson, after the market is segmented, the cumulative total revenue of the originally unvalued product categories may be higher than the return of the mainstream product, and even in the near future, a larger market than the mainstream market.
The plus-size category market has shown explosive growth under years of squeezing, according to statistics from Bejess Information Consulting, in 2021, the total size of the global plus-size clothing market has reached 1,085.8 billion yuan (RMB).
At the same time, the users of the plus-size category are accurate and the repurchase rate is high, making countless brands want to enter the plus-size clothing market. The plus-size market is becoming a dark horse racetrack, and Iskra is one of the pioneers.
Caught in the trough of life
Of course, Iskra's early life was far from smooth. She was also teased and ridiculed by her peers at school because of her plump stature. After entering the modeling market, although her figure was already considered a plus-size girl for normal people, it was "not big enough" for a plus-size girl defined by the modeling agency, so she was ruthlessly rejected by the modeling agency.
Iskra began to fall deep into a vicious cycle of constant inferiority. She began experimenting with various fat-loss diets, hoping to achieve a slim body ratio that was "accepted" by mainstream social standards.
Iskra would spend weeks eating only maple syrup and chili peppers, and she also tried to eat only protein foods for a day. Recording the calories of food every day, life has lost all color except for weight loss. Over time, Iskra's extreme fat-loss diet has worsened her physical and mental well-being.
This happens not only to her, but also to every plus-size girl who has suffered from body discrimination.
Resolutely say "no" to body prejudice
But thankfully, Iskra, tired of succumbing to social norms, decided to create an image of his own health through fitness. She set up an Instagram account and began uploading her unpolished original images and making them available to everyone.
The move prompted Iskra's popularity to soar. Netizens around the world began to comment on her photos, admiring her curves and enviable figure, as well as her bravery and boldness.
The purpose of Iskra is to break the public's prejudice against plus-size girls, and at the same time convey the idea of "be brave to be yourself", encouraging more slightly fat girls to embrace their beauty.
The overwhelming support from people has inspired her to continue sharing her life and photos online, and bravely showing her real body to others along the way.
She advocates that people should not let mainstream aesthetics define how they should view their appearance and figure, but instead retain their truest image of themselves like her.
Quality personal image
Soon after, Iskra became a fitness icon and model on her own. She has partnered with like-minded agencies and companies to launch a campaign to spread positive body image perceptions, #AerieREAL.
On this platform, Iskra helps customers one-on-one with body image issues, relationship problems, and eating disorders, so he has built a deep relationship of trust with fans.
Today, Iskra is a world-renowned fitness model, influencer, and American Eating Disorders Association ambassador. She is also one of the leading head fitness influencers on social media, as well as the editor of many blog sites.
Now Iskra Lawrence, with her image and body concept to inspire women around the world to accept their truest selves, is the true "white swan".
The positive and sunny image has a positive guiding effect on the fan base, and because there are not many plus-size bloggers on social media, fans are loyal, sticky and trusted.
What is more unique is her boldness and difference, Iskra will not give up her bottom line for the sake of "just rice" like other Internet celebrities, she even openly opposes weight loss products such as detox tea that are harmful to health on social platforms, and has also exposed a number of weight loss brands on the Internet who seek her endorsement.
In the 21st century, which is full of consumption traps, her honesty, integrity and adherence to her original intention have become very valuable, and she has become the most trusted head Internet celebrity in the eyes of fans.
Favored by brands
Iskra has received unanimous acclaim in the industry for her seriousness and cooperation with endorsements and sponsors, and she carefully prepares content to share with almost every brand promotion, not just a few photos.
Such a move has attracted more brands to throw olive branches and want to promote on her account, the scope of brands includes health care products, beauty and skin care products, clothing, mother and baby products and other brands, and even some world-renowned brands also favor her.
For example, she has reached a long-term cooperation with the clothing brand Lapp the brand, Lapp the brand will provide new fashion to Iskra for a long time, and Iskra will also regularly record outfit videos to share on social platforms, bringing long-term and fixed exposure to the brand.
As Iskra entered a new stage of her life, after getting married and having children, she received olive branches from many mother and baby brands, including Doonausa mother and baby brand. Iskra carefully prepared an unboxing video for the brand to show the stroller product to fans in the most direct way, which received positive feedback from fans.
Among the brands she cooperates, in addition to fitness brands, there are also world-renowned brands such as L'Oreal, which shows that Iskra's commercial value cannot be underestimated.
She carefully photographed the pre- and post-treatment hair state comparison for L'Oréal brand hair care products, so that fans can intuitively feel the real effect of the product, so she received positive feedback from fans and brands.
The editor has something to say
In the past few years, there have been unprecedented social and civil rights movements around the world, and many issues have been pushed to the forefront of public opinion. People are encouraged to step out of their comfort zone and confront prejudiced and discriminatory behavior. Brands are also being asked to become more diverse and fair in terms of service.
The body positivity movement has made huge waves on social media, and Iskra is not the first blogger to speak out online, but she is the most honest and sticky to the bottom line. For brands who want to build a positive brand image, Iskra Lawrence is undoubtedly one of the best choices.