Alleged model requirements cause new PR issue for Lorna Jane

LORNA Jane is once again under fire after allegations a representative of the company told a potential fitness model she would need to conceal evidence of her rheumatoid arthritis to be photographed for an advertising campaign.

The same representative also reportedly told the size 12, 166 centimetre, 63 kilogram Gold Coast woman she would need to lose five to six kilograms to work for them as a plus size model.

However, the international fitness fashion brand named after its founder, Brisbane-based multi-millionaire Lorna Jane Clarkson, has strenuously denied the claims, branding the woman, a Queensland Health psychologist, a liar.

It is the latest in a litany of PR disasters to have engulfed the company that prides itself on its promotion of the sisterhood and has built a cult-like global following based largely on its promotion of female empowerment and its "fitspiration" mantra.

In the fresh allegations, the Queensland Health psychologist, who worked to lose more than 16 kilograms after being diagnosed with rheumatoid arthritis two years ago, claims she was told she would need to lose more weight and conceal the protective bandages and gloves she wears on her wrists and ankles while exercising as part of her condition because they could be "off-putting to customers".


Topics:  editors picks lorna jane pr

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