German women’s fortnightly Brigitte is mulling a return to employing professional models, two years after it announced it was to employ ‘real women’ only.
The move comes after an expected boost in sales failed to materialise and claims that sourcing non-professional models is too costly and time consuming.
For the past two years amateur models have graced the glossy’s pages as a reaction against the use of ultra-thin models in rival publications.
The volte face follows the appointment of Stephen Schafer as co-editor in chief alongside Brigitte Huber who believe the tactic may have run its course.
A spokesperson for publishers Gruner + Jahr. said: “Naturally there is now a new direction at the magazine, which means everything is under review and that includes the no-models policy.”
Brigitte has been on the go since 1954, delivering a constant diet of recipes, fashion and lifestyle tips to German women.