Applaud Target for Featuring Full-Figured Women in Ads

Target: Stuart Machin, Chief Executive Officer of Target Australia

Goal: Applaud the use of full-figured women in lingerie and swimsuit advertisements.

Target Australia recently made the groundbreaking decision to feature full-figured models in advertisements for lingerie and swimwear. Furthermore, in stores, Target Australia also has mannequins that range from size zero to sixteen. The body types that Target features are not solely full-figured women, but actually a range of sizes, demonstrating a realistic representation of the body types across its customer base, and promoting body positivity.

Eating disorders affect an estimated nine percent of the Australian population, a problem that cost Australia an estimated $69.7 billion in 2012, according to the National Eating Disorder Collaboration. This epidemic has also been linked with psychological disorders such as depression and anxiety. An estimated one in five individuals with Anorexia Nervosa died prematurely due to health-related reasons or suicide.

Some of the social factors that contribute to eating disorders include narrow cultural definitions of beauty and social pressures that glorify being thin or having “the perfect body.” This, aligned with the psychological factors of feelings of inadequacy or of low self-esteem, create a vicious cycle that young girls and women see a specific body type glorified in magazines and advertisements, which contributes to their own feelings of inadequacy.

The advertising campaigns of Dove, American Eagle, and now Target Australia seek to change this narrow-mindedness about bodies and perfection. Dove launched its advertising campaign for Real Beauty in 2004, where women of a variety of shapes and sizes posing with confidence. American Eagle’s lingerie line, Aerie, began using models of a variety of body types, and quit photoshopping, which resulted in a spike in sales. Now Target Australia is featuring seductive women in a range of body types for their lingerie and swimwear.

It is vital that we send young girls and women messages about body positivity. By signing this petition, you are thanking Stuart Machin, the Chief Executive Officer of Target Australia, for promoting body positivity in advertisements.


Dear Chief Executive Officer Machin,

Target Australia has recently launched advertising campaigns for swimwear and lingerie that feature women of a variety of body types. Not only that, but also the mannequins in the stores range from size zero to sixteen (Australia size 20) which demonstrates to women and young girls that beauty comes in all shapes and sizes.

Anorexia Nervosa, Bulimia Nervosa, and other eating disorders cost Australia an estimated $70 billion in 2012. Eating disorders affect up to nine percent of Australia’s population, and they have been linked to other psychological disorders such as anxiety, depression, and even suicide. It is vital that our society and culture demonstrate that beauty is multifaceted. We should not be glorifying one body type alone, but instead appreciating all body types.

Thank you so much for taking steps to promote female body positivity. Please continue your efforts to send positive messages to full-figured girls and women across Australia.


[Your Name Here]

Photo Credit: Jay Reed

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