According to ABS (2012), the average Australian woman was 162.1cm tall, weighs 70.1kg and had a waistline of 85.5cm. However according to Lorna Jane, their fit model must have a waist line of 70-73cm which is a dramatic difference between the two. Below is a photo of Melanie, who according to Body+Soul is the correct sizing of the average Australian woman (around a size 16). Next to her we have a typical Lorna Jane model, who would meet the fit model sizing guidelines and be around a size six to eight.
Obviously the two have very different body sizes. If we deem this to be the average Australian woman, the issue of whether Lorna Jane is creating an unattainable image of what fit means is brought to light. In the Body+Soul article, Melanie (2013) states that "I got through stages where I exercise and times when I don't, but I do try to walk my dog every day and if I'm being really good I'll exercise on my cross trainer". Even though Melanie doesn't seem to fit Lorna Jane's size standards, she is still a woman who will wear activewear. By only advertising images of smaller women, Lorna Jane are cutting out a huge market to sell their products to and are, in the process, alienating the average woman away from their store. This is, according to virtue ethics, an unethical process of discrimination.