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Brigitte editor Andreas Lebert

(© picture alliance /dpa)

Lebert, speaking at a press conference announcing the move, explained that he was “fed up” of digitally retouching pictures of underweight models that bear no resemblance to ordinary women. “For years we’ve had to use Photoshop to fatten the girls up…But this is disturbing and perverse and what has it got to do with out real reader?”

The editor of the Germany’s most popular women’s mag, Andreas Lebert, has announced that from 2010 “Brigitte” will cease using professional models. The magazine has declared that it is intended as a signal to the fashion industry that continues to use “size zero” models.

The magazine is calling on German women, especially their readers, to put themselves forward as models for fashion and makeup articles. “We are looking for women who have their own identity, whether it is the 18-year-old A-level student, the company chairwoman, the musician or the footballer.”

Speaking about the fashion industry and previous attempts to curb the use of anorexic or underweight models, Lebert added: “People pass the blame but nothing has happened, yet.”

The magazine has seen dwindling sales, despite being Germany’s best-selling women’s title with more than 700,000 copies. Commentators have suggested that the move may be a cost-cutting exercise by the magazine, something Lebert strenuously denied, insisting “We will remunerate the women comparable to professional models.”