ASOS Curve officially has their newest model — Lauren Punter, an amateur plus size model the brand found on Instagram. With the help of Models 1, a U.K. agency, ASOS held a contest called #MakeMeACurveModel, where thousands of hopefuls posted selfies in just ten short days in the hopes that they would win the contest.
When 20-year-old Lauren Punter won, she remembers feeling shocked. In an interview with Vogue U.K. she said "I entered the competition on the final day and I have never done anything like this or entered a competition like this before." One glance at Punter's Instagram and it's clear that her success is not just beginner's luck. She gives so much face in her selfies, has a great sense of fashion, exudes self-confidence, and has that quirky and classic style we've come to expect and love from ASOS.
Models 1 is an agency that supports and encourages highlighting the beauty that arises in all sorts of body shapes. Punter is happy to be part of a campaign that promotes confidence for body shapes that aren't always highlighted or appreciated. "Growing up it wasn't cool to be curvy," she said in her Vogue U.K. interview, "and the brands around at the time weren't cool either, but now thankfully times are changing."
ASOS and Models 1 aren't the only brands to use social media to recruit models: Marc Jacobs used the same technique this past April with his #CastMeMarc campaign. Clearly, all that selfie practice isn't going completely to waste.