Iconic New Zealand department store Farmers is using Australian models for some lingerie and clothing fashion shoots - but denies it's because our women are not sexy enough.
Farmers has confirmed its talent agency, 62 Models, has flown in Australian models for some catalogues and advertisements - a move criticised by some in the fashion industry, who said there was a perception that Australians were better looking.
But two Farmers executives rubbished that, saying claims that New Zealand women were not sexy enough were "laughable". They said Australian models were used in fewer than 5 per cent of shoots, when local models were unavailable.
Farmers head of marketing Dean Cook yesterday said the company was one of the country's best retailers for supporting local talent - others used more overseas models.
"I don't specify that 100 per cent of models must be New Zealanders. I don't specify that the underwear models must be Australian. It's who's available, who's not, who's away, who's sick.
"We get sign-off on looks and shapes of people ... there's different brands, large models, underwear models ... there's different target customers," said Mr Cook.
Farmers chief operating officer Rod McDermott said the company made big efforts to use New Zealand models and all shoots were done locally.
World designer Denise L'Estrange-Corbet said Australian models were more popular than New Zealanders for one main reason.
"If it fits well on the Kiwi girl you know it will be big on the Australian model. That's the difference - size. They're much thinner over there."
Ms L'Estrange-Corbet said it didn't matter who Farmers used, as long as it got the right look. "No one's under any obligation to do anything - it's the same as whether you get your clothes made locally or get them made offshore."
Last year Farmers entered into an exclusive modelling contract with 62 Models. Amanda Betts, from Red 11 modelling agency, said Farmers was letting the industry down by using 62 Models exclusively, as big clothing companies were good places for young New Zealand models to "earn their stripes".
"It's very short-sighted because it doesn't allow growth of new talent."
62 Models was unable to comment because of binding contract arrangements with Farmers but Mr Cook said 62 Models had been able to source more talent for Farmers than any other agency.
Ms Betts said there was more than enough talent in New Zealand for use in Farmers catalogues but it was understandable Farmers would use Australian models as they were often more experienced and professional.
"[Clients] know this is going to be a safe bet," she said. "They're not going to be chewing gum on the job, they're going to have their new g-string and bra, they know they can move like the wind. And that's the difference."
Former Miss New Zealand Amber Peebles said Australians had a reputation for being better looking.
"Australian girls do have that same kind of bubble around them as Californian girls," she said. "You picture them as being tanned and blonde and beautiful."
But that didn't mean the perception was true. Miss Peebles said when in Australia she wasn't "ambushed by beautiful women".
"I remember walking around the Gold Coast and getting ready to feel like a short, fat dork from New Zealand. They were cute girls but they were just normal. New Zealanders definitely hold their own."
One of New Zealand's oldest retail companies, Farmers has more than 60 stores and 3600 staff.
- HERALD ON SUNDAY
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