Menswear brand launches campaign to change size of the Oscars statue

There’s been plenty of controversy surrounding diversity at this year’s Academy Awards. And it’s inspired one British retailer to re-imagine the Oscars statue.

Why exactly does menswear brand Jacamo want to change the famous gold trophy? Well, they want to show the problem of diversity doesn’t lie purely in the lack of diversity of colour represented at this year’s awards, but also around the absence of a variety of body sizes and shapes.

Its new design for the statue – called The Real Leading Man Award – shows a more realistic shape of a man. It represents the actual size of an average UK male (5ft 9in with a 37in waist and 42in chest).

(Jacamo)

The idea follows a study by the size-specialist retailer, as part of the Be Real Campaign, that shows nearly a fifth of men lack body confidence – due to watching TV and films starring men with bodies they feel are unachievable.

Seeing as the current Oscar statue shows a tall, defined figure with a slender waist, a real life interpretation of this would produce a pretty unobtainable six foot tall man with a 33in waist. Which is, well, far from encouraging when it comes to guys’ insecurities around body image.

Legend has it the trophy from 1928 depicts a Crusader Knight – modelled by Mexican actor Emilio Fernandez – who was said to have had the ‘perfect physique’.

(Ian West/PA)

Of course, there have been past Oscar candidates who have represented body size diversity in Tinseltown. But then there’s also cases like previous winner Eddie Redmayne, who admitted to losing two stone for his recent role in The Danish Girl.

Jenni Bamford, from Jacamo, which caters for men in sizes from small to 5XL, says: “Following the worrying results highlighted in our recent research, we felt very strongly that after 87 years it was more important than ever that the Oscars celebrated diversity in body size and we were determined to further help blokes with their own body confidence concerns.”

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