Tans and skin protection in Australian fashion magazines, 1982-1991

For some years, public health organisations such as the State Cancer Councils, have been attempting to change the fashion for suntans through information campaigns about the risks of UVR exposure and through efforts to promote the desirability of wearing protective yet fashionable clothing and hats. The aim of the present study was to examine the extent to which skin types and clothing of models in fashion magazines, and the settings in which they are photographed, are consonant with the skin protection objectives of public health organisations. The study surveyed skin types, hat-wearing, type of clothing, skin exposure, and photographic setting in pictures of models in six leading Australian fashion magazines from 1982 to 1991. The name of the magazine, type of picture (advertisement, fashion shot etc), year, sex of model, and race of model were also recorded.