Storm in a B Cup

November 8, 2006 (Press Release) -- The backlash began with a series of TV dummy spits from industry critics and some model agencies but ended with overwhelming thumbs up for Leesa. Ironically, Leesa Fogarty thought showing non-traditional "unskinny" models was so natural for her range she never gave it a second thought. She told ShopEAST, "I just wanted to bring to life the personality and energy of the MaraJoara brand". Then came industry outrage followed by a tsunami of public opinion. "I wanted to show real Aussie people on the catwalk which has been the direction of my brand for two years, but this has suddenly become very controversial." Sectors of the Australian fashion industry revolted against the idea of the designers choosing non-traditional models. AFW organisers wanted the everyday models replaced! Vogue removed the MaraJoara coverage from their website and industry fashionistas called the everyday size 8-12 models in the MaraJoara show "FAT". Then came the 2nd backlash, in Leesa Fogarty's favour. Fan mail has been rolling in. Strangers approach her and congratulate her and world opinion has swung her way. In Europe, Vogue and Marie Claire reported that the Australian industry was lashing back at its designer MaraJoara for not using professional models. Apparently changing the look of the catwalk, with so much money invested in the current models, was putting the industry at risk. However, overwhelming public response to healthy and energetic models could see Leesa turning the fashion world on its coiffured head. The MaraJoara designer says she has no regrets."Our real objective was to cast everyday australian because they will be more representative of who will buy and wear this swimwear this summer." The sentiment is now being reflected all over the world, leading to Madrid Fashion Week organisers banning models that were too thin. And the issue is not about to go away. Legendary italian Designer Georgio Armani told Reuters Television at the London fashion Week, "Noone thinks that for a girl to be fashionable she needs to be anorexic, that she must not eat. I will only take on healthy girls." MaraJoara has been asked to talk to the industry of young designers in Sydney and Melbourne.

Whilst the Madrid ban on models not meeting a BMI (Body Mass Index) of 18 and above has now been picked up in India, parts of the US, Scotland, England and elsewhere, MaraJoara's lead at Australian Fashion Week did not go unnoticed in Spain where the controversy came to a head. The success of the MaraJoara's Australian show has led to international show invitations, including a request to be the official collection guest in Mallorca and Sarajevo Fashion Week and shows in Miami.