Celebrities out, real women in
A UK glossy magazine is to shun models, celebrities and the airbrush for an issue in what it claims is a first for the industry.
Essentials magazine will feature 10 "real women" on the cover of its October issue.
The issue will launch a rule that no models or celebrities will appear on the cover from then onwards.
The rest of the October issue will also be model, celebrity and airbrush-free, from the fashion and beauty spreads to a naked body confidence photoshoot in the health section.
Editor Jules Barton-Breck said the decision was made in response to readers' wishes.
She said: "So many of these women look, and are, amazing that we wanted to celebrate them. In our recent reader survey, 70% told us that they would rather see a real woman on the cover of a magazine than a celebrity, so we're excited to be the first magazine in the UK to do this every month."
The magazine said hundreds of women applied for a place on the cover.
Publisher Ilka Schmitt said: "Celebrating our readers by putting them on the cover is a brave move, but it just feels right for Essentials."
A series of ads to support the October issue will appear across other magazines including Marie Claire, Ideal Home and Woman, as well as online.
The October issue goes on sale on Wednesday.