‘Look’ is a weekly magazine and in an interview with newspaper The Guardian the magazine’s editor Ali Hall said "We've always used curvy models in the magazine, but it used to be that every six or eight weeks we'd do a 'shape special', but about five months ago I started using curvy models every week. The response was unbelievable. I've never had anything like it on a magazine."
She then goes on to say "People were quite emotional about it, saying 'thank you, it's changed the way I dress' and talked about the confidence it gave them, saying they felt part of the fashion world now. I did a survey on the website to ask other readers and they wanted us to keep doing it, for it to be the norm in Look. I wanted to create a fashion magazine that created confidence rather than taking it away. There have been so many novelty things around larger women. I think if you're going to do it, you have to say this is going to be the norm for us, which is why we've decided to do it every week."
