[frockwriter]: Robyn Lawley strikes again - in Vogue Australia's first ever plus size fashion shoot

max doyle for vogue australia september 2011

On the occasion of her groundbreaking recent cover of Vogue Italia, alongside two other plus-sized models, we mentioned that Australia’s Robyn Lawley had another high fashion coup up her sleeve, just shot in Australia with Max Doyle. Frockwriter can reveal that that shoot is in fact a 10-page designer fashion editorial called 'Belle Curve' in the September edition of Vogue Australia, which is out on August 3rd. Subscriber copies landed today (thanks to our tipster who emailed the shots in). The editorial is accompanied by a double-page interview with Lawley. According to Kirstie Clements' editor's letter, this is the first time in Vogue Australia's 52-year history that the magazine has shot a plus-sized model for a fashion editorial. Hot on the heels of Lawley’s Vogue Italia cover and her Elle France cover in April, 2011 is turning out to be a banner year for Lawley, Bonner and the plus size-specialist modelling industry.

Clements continues in her editor's letter:

“This is the first time Vogue Australia has shot a larger model and of course now that we have done it, I ask myself why we didn’t do it sooner. But that’s because Robyn is especially gorgeous. I went to the shoot to meet her and was transfixed by her beauty and poise. She is a truly super duper model. When a plus size model first turns up to the studio, she may be an anomaly to a team normally used to working with size 6’s, but once photographer Max Doyle started shooting Robyn, we quickly readjusted our preconceived notions of beauty. She doesn’t actually look plus size to me at all now. I said to a colleague on set later that day, “And men like curves don’t they?” He looked at me like I was an idiot. “Yes Kirsty, we certainly do” was his laconic reply. It’s an interesting conversation – the world of high fashion and fuller-figured women. One that needs to be continued”.

According to Lawley's Australian agent, Chelsea Bonner, the director of plus size-specialist agency Bella Model Management, the Vogue Australia editorial is an even sweeter victory than the Vogue Italia cover.

“The amazing thing about the Vogue Australia shoot is that they actually dressed her - went out and found these beautiful designer garments to wear” Bonner told frockwriter. “Which just proves the point that there is clothing available for plus size models to wear in high fashion, it just takes a little bit of extra effort to find them. Vogue Australia went to that effort and the results are incredible”.

Of the rollercoaster media ride that ensued in the wake of the Italian cover, Bonner adds, “It went viral worldwide, has been commented on in I don’t know how many hundreds of magazines, blog sites and newspapers. And it reflects, I think, definitely the shift in consumers. Women want to see more realistic-sized models in magazines. They’re screaming for it. The response that we had from Italian Vogue was absolutely out of control. But my personal opinion is that Australian Vogue has blown Italian Vogue out of the water because of the fact that it is a true fashion editorial - rather than having curvy girls in lingerie, like they normally do. It’s not just having a token plus size model. It’s a true fashion editorial”.