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07 March 2018



Does a woman necessarily have to be slim to be beautiful? For Italians - women and men alike - the ideal woman is a size 44, followed by a 46 with 40-42 only in third place. This - and much more besides - is what emerges from research conducted by GfK Italia for Fiorella Rubino. The results of the study on a sample of 1000 women and 200 men have been presented and commented on by industry specialists including sociologist Francesco Morace, model and presenter Elisa D’Ospina, philosopher Laura Campanello, Fiorella Rubino brand director Anne van Merkensteijn and fashion journalist Cinzia Malvini.

The survey plots an evolution in the relationship every woman has with her physique and weight, in the canons of beauty, and above-all in fashion, taking history as an objective starting point. As a matter of fact, the company has a decade of unique experience in researching the world of women, which is added to by the new study carried out with GfK Italia. Here’s a foretaste:

The ideal woman? In the unanimous opinion of both men and women, she is a size 44 – among the men, 70% would go out with her for dinner, 67% would marry her, and 66% would spend a night with her. In second place is size 46, and 40-42 only comes third.

Curvy women are: bubbly (83% of men and 86% of women), beautiful (78% of men and 85% of women), maternal (77% of men and 91% of women).

Those responsible for the equation “skinny equals beautiful” are the media and fashion (83% of women and 73% of men).

The most uncompromising judge? For 47% of women it is themselves.

What emerges is the portrait of a woman who is learning how to live her shape freely, and rediscovering her own «joie de vivre» notwithstanding the stereotypes that still exist. Indeed, compared to 17 years ago the difficulty of relating to one’s body is ever-present. In certain respects, the bar has been raised: there is more desire to comply with the demands of being in good “physical shape”, which on the one hand demonstrates greater, more positive attention to health, but on the other represents a comparison with aesthetic stereotypes that can generate a sense of inadequacy and a fear of being judged negatively by oneself and others.

All this is happening rapidly at a time of social change in which many barriers and clichés still exist, but at the same time there are increasingly evident and real signs of evolution coming, for example, from the catwalks and communication campaigns of leading stylists.

Fiorella Rubino is acting as an interpreter and expression of this process that aims to establish real shape diversity” in the conviction that much can change with greater commitment on the part of fashion houses and the media: to rediscover beauty in every shape and in the unique personality of every woman.

With this is mind, from March 8th Fiorella Rubino is launching its new communication campaign dedicated to all women and celebrating the possibility they have of playing and finding expression with fashion, whatever their size and shape, in order to express themselves through their own “free style”.