Definition and Measurement of Cellulite in Fashion Models
Cellulite is subcutaneous fat pushing against connective tissue, causing a dimpled skin texture, and studies show it affects 80 to 90 percent of post-pubertal women regardless of body weight or fitness level. In fashion modeling, cellulite is often visible under bright lights and tight clothing, and agencies increasingly note that skin texture is a normal physiological trait rather than a defect. Market research from Forrester and McKinsey indicates that campaigns featuring visible skin texture saw higher engagement among women aged 18 to 34 in 2024 and 2025, with some digital campaigns reporting 10 to 20 percent higher click-through rates compared to airbrushed imagery. These data points are cited in analyses by Forrester and McKinsey, which track consumer sentiment toward body representation in retail and luxury advertising.
Clinical grading systems such as the Nurnberger-Muller scale classify cellulite severity from grade 1 (mild) to grade 3 (severe), and dermatologists use these scales in both medical and commercial contexts. Fashion brands and agencies reference these grades when discussing casting diversity, and some 2024 and 2025 casting briefs explicitly mention skin texture as a neutral characteristic. The American Academy of Dermatology and the European Academy of Dermatology and Venereology publish guidelines noting that cellulite is not a disease and that its visibility is influenced by hormones, genetics, and skin thickness. These organizations also note that no topical cream has strong clinical evidence for permanently removing cellulite, a fact often omitted in commercial advertising.
Supermodels Who Have Publicly Discussed Cellulite
Several high-profile fashion models have discussed cellulite in interviews and social media, including Ashley Graham, Candice Huffine, and Paloma Elsesser, who have appeared on covers and campaigns for brands such as Lane Bryant, Calvin Klein, and Savage X Fenty. Graham has stated in interviews and on platforms linked to her public profile that cellulite is normal and that body confidence is independent of skin texture, and Huffine has spoken about the pressure to remove cellulite in pre-campaign retouching. Elsesser has appeared in campaigns for Fenty and has discussed the shift toward less retouching in fashion photography, noting that brands are responding to consumer demand for authenticity. These discussions align with broader industry data showing that campaigns with minimal retouching and visible skin texture performed better in 2024 and 2025 engagement metrics, according to analyses by Forrester and McKinsey.
Industry reports from 2024 and 2025 indicate that campaigns featuring models with visible skin texture generated higher conversion rates in direct-to-consumer fashion segments, particularly among younger demographics. For example, some brands reported that unretouched or minimally retouched imagery led to 10 to 20 percent higher click-through and engagement rates compared to heavily edited campaigns, based on data shared in marketing analyses by Forrester and McKinsey. These trends are supported by consumer surveys showing that a majority of women prefer realistic body representation in advertising, and that visible cellulite does not reduce perceived desirability or professionalism of a model. The shift is also reflected in casting diversity metrics tracked by agencies and brands, with more campaigns including models of various body types and skin textures in 2024 and 2025.
Industry Trends, Brand Campaigns, and Regulatory Context
Major fashion houses and retailers have shifted toward less aggressive retouching in campaigns, with some brands publicly stating that they limit skin smoothing and body reshaping in post-production. In 2024 and 2025, campaigns for brands including Fenty, Savage X Fenty, and Aerie featured models with visible cellulite and minimal digital alteration, and these campaigns were highlighted in marketing reports by Forrester