After all the pigging out over the festive period, lots of us are worrying about our expanding waist belts, cursing the extra mince pies on our hips and making New Year’s resolutions to hit the gym and get our bodies back in shape in time for our Easter holiday. But looking around, maybe we don’t need to keep striving to achieve that washboard stomach. Maybe fat is the new thin?

It seems like curves are in fashion all of a sudden. We’re seeing a growing trend in the use of plus-size models on the runways, in magazines and as part of advertising campaigns. And according to Yildiz Blackstone, the president of Luca Luca, “fashion is cyclical, but this is a trend that is going to stay… it is healthy to have curves.”

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Over the past few years we’ve all had to tighten our belts. People want more for less and supermarkets have reacted to this by focussing their marketing on pushing cheap, value products. In contrast to this being a ‘foodie’ has become more fashionable than ever. From our love of TV programs like Come Dine With Me to the adverts made sexy by that highly annoying M&S lady, everyone is wanting a piece of this pie.

Granted, there have always been fads but now food has a cultural significance of its own. We’d love to be known for being an amazing cook and throwing the best dinner parties around. We feel the need to buy organic products rather than bog-standard own brands and if like me when you get to the counter at the supermarket you probably find yourself checking out the neighbours trolley in a keeping up with the Jones’ style.

The brands that have picked up on this trend have done it with gusto. By making a stylish alliance with their brand they are appealing to women like me who love both fashion and food.

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