David Jones runway beauty Jessica Gomes praised for her healthy look that shatters the modelling norm

WHEN Jessica Gomes strutted down the catwalk for David Jones yesterday, the model didn’t just help to sell a stack of clothes. She also sold a healthy body image message.

The 28-year-old Australian beauty isn’t a big girl by any means, but she’s a far cry from the typical stick figure look you might normally find in fashion.

And that healthier look makes a big difference to teenage girls who are struggling with the serious issue of body image.

SIX REASONS to love Jessica Gomes

Tiffany Dunk is the former editor of teen magazine Dolly and a healthy body image presenter for the school program Fresh Ed, and said models like Gomes have a significant impact.

“On the runway and in media in general, women who are not only different shapes and sizes but even different ethnicities go such a long way towards breaking down the barriers,” Dunk said.

David Jones ambassador Jessica Gomes modelling spring and summer's hottest swimwear at Ivy Pool in Sydney. Picture: John AppleyardSource:News Corp Australia

“For teens, body image is still one of the biggest pressures and the life and one of the things they struggle with most.”

Gomes was the standout star at yesterday’s Spring-Summer fashion launch for department store giant, David Jones.

The inclusion of the New York-based model has been applauded.

While super skinny models are still common, Dunk said the fashion industry is changing and beginning to push for healthier models.

“There are some brands, magazines, designers and shows that are much more responsible.

“I do think we’ve come a long way. That’s why you’re seeing women like Jessica with such success.”

As she points out, it’s not just a matter of health — it makes good business sense.

Model Jessica Gomes showcases designs by Josh Goot at the David Jones Spring/Summer 2014 Collection Launch. (Photo by Brendon Thorne/Getty Images for David Jones)Source:Getty Images

Research shows that consumers are more likely to want to buy products presented or endorsed by celebrities they can relate to.

For teenage girls, that’s clothing modelled by women who are realistic and not unhealthy.

“When I was editing Dolly, we used girls of all shapes and sizes, and not just models but also readers. I did that because the research consistently showed that girls wanted to see people who looked like them.”

Adolescence is the period in life where teenagers begin to compare themselves to their peers and other women of note, Dunk explained. Healthy images can have a long-lasting impact, she said.

“If you can instil good body image habits early, ways of thinking positively, you’re more likely to continue those habits throughout your life.”

Jessica Gomes arrives at the David Jones Spring/Summer 2014 Collection Launch. (Photo by Caroline McCredie/Getty Images for David Jones)Source:Getty Images

Through her work as a body image educator, Dunk spends time in schools talking to students and said the consistent feedback is that this remains a big and serious issue.

“It’s something that is constantly on their mind.

“We do an exercise where we ask the girls to close their eyes and raise their hands, then lower their hand if they’ve never, ever wanted to change something about themselves, if they’ve never looked in the mirror and been unhappy.

“They open their eyes and every single girl still has their hands up.”

David Jones ambassador Jessica Gomes. Picture: John AppleyardSource:News Corp Australia

The media is a main source of information about “what good looking is”, Dunk said, but it’s not the be all and end all.

The internet, peer feedback and what happens in the home also contribute.

“But if we can take positive steps in our roles as media ambassadors, we can make a huge difference. Even a small step is a huge leap forward for young girls.”