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A marketing professor at Brock University is giving the fashion industry more reason to not hire super skinny models. Just last week, France’s lower house of parliament passed a measure banning ‘excessively thin’ fashion models saying any fashion house that uses them could face fines.

Brock University marketing professor Kai-Yu Wang has just completed research that shows millennials, the fashion industry’s target consumers, find average size models just as, or even more attractive than the high fashion size zeros. He showed photos of models that were size 0 beside models that were size 6. The size 0 scored higher when they were wearing brands like Gucci, size 6 was preferred when advertising a new unknown brand.

The study went a step further, it compared perceptions of people with high self esteem to those with low self esteem, those with high self esteem found both models attractive.