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0:00:05 > 0:00:08- I stripped for the first time - for ZOO magazine...
0:00:08 > 0:00:10- ..when I was 19 years old.
0:00:10 > 0:00:15- I'd done some modelling when - I entered Miss Wales when I was 16.
0:00:15 > 0:00:18- Stripping for the first time - was hard...
0:00:18 > 0:00:21- ..because I was worried - what people would say.
0:00:22 > 0:00:26- But I've always felt safe and - comfortable in front of the camera.
0:00:26 > 0:00:29- I don't care - what people say any more.
0:00:53 > 0:00:58- Jess Davies from Aberystwyth is one - of Britain's leading glamour models.
0:00:59 > 0:01:02- Since her first topless shoot - three years ago...
0:01:03 > 0:01:08- ..she's also studied Sociology - at the University of Glamorgan.
0:01:08 > 0:01:11- She hopes to graduate this year.
0:01:11 > 0:01:16- Jess wrote her dissertation on The - Sexualization Of Women In The Media.
0:01:16 > 0:01:21- In the meantime, she's travelled - the world earning good money...
0:01:21 > 0:01:24- ..for appearing in magazines - and on Page 3.
0:01:25 > 0:01:29- Following criticism - from several directions...
0:01:29 > 0:01:33- ..does the work empower her - or is it damaging to women?
0:01:33 > 0:01:36- With the influence - of the internet...
0:01:36 > 0:01:40- ..and calls from feminists - to ban Page 3 and lads' mags...
0:01:40 > 0:01:43- ..does the glamour industry - have a future?
0:01:45 > 0:01:48- I went to Ysgol Penglais, - Aberystwyth...
0:01:48 > 0:01:50- ..then I went to study in Cardiff.
0:01:51 > 0:01:53- That's when I started modelling.
0:01:55 > 0:01:58- Since my first shoot, - when I was 19...
0:01:58 > 0:02:03- ..I've been in Nuts, ZOO, Front, - Page 3, The Daily Star...
0:02:04 > 0:02:08- ..FHM, Loaded, Picture Magazine.
0:02:09 > 0:02:11- Loads.
0:02:12 > 0:02:15- My favourite shoot - was for Hot Shots.
0:02:16 > 0:02:17- It was so much fun.
0:02:17 > 0:02:20- I went to America to do it...
0:02:21 > 0:02:24- ..and that was my first visit - to America.
0:02:25 > 0:02:30- The Hot Shots calendar features - the very best glamour models.
0:02:30 > 0:02:35- Someone who's extremely proud of - this work is Angela, Jess's mother.
0:02:36 > 0:02:39- I think that's the one - with the pink swimsuit.
0:02:40 > 0:02:41- That was my favourite.
0:02:43 > 0:02:45- That's where it all started.
0:02:45 > 0:02:49- This one was shot in Majorca. - It's nice and sunny.
0:02:49 > 0:02:52- I'm going back out there - in a couple of weeks.
0:02:52 > 0:02:54- You didn't tell me that.
0:02:55 > 0:03:00- My parents are proud of me - and Mam is really supportive.
0:03:00 > 0:03:03- She keeps - all the magazines I'm in...
0:03:03 > 0:03:08- ..and sometimes, we go through them - and remember the shoots I've done.
0:03:10 > 0:03:14- Since I started doing it, - I've made lots of new friends...
0:03:14 > 0:03:18- ..and they're really supportive too.
0:03:18 > 0:03:20- When I'm home, in Aberystwyth...
0:03:21 > 0:03:24- ..my old school friends - are so proud of me.
0:03:25 > 0:03:29- I'm proud of what I do - and I see myself as a feminist...
0:03:29 > 0:03:33- ..because I'm independent - and I decide what I do with my body.
0:03:38 > 0:03:41- Jess is criticized - for her line of work...
0:03:42 > 0:03:45- ..mainly by feminist movements - like No More Page 3...
0:03:46 > 0:03:48- ..who campaign - to get rid of Page 3...
0:03:49 > 0:03:53- ..and women's groups who accuse Jess - of degrading women...
0:03:53 > 0:03:57- ..and giving men an excuse - to make women sexual objects.
0:03:58 > 0:04:03- Others say banning Page 3 would be - a blow to freedom of expression...
0:04:03 > 0:04:05- ..and would disempower women.
0:04:07 > 0:04:14- In January 2015, it was reported - that The Sun had banned Page 3...
0:04:14 > 0:04:18- ..after 45 years of printing - daily photos of topless women.
0:04:20 > 0:04:25- The story wasn't true, but it - opened up this debate again.
0:04:29 > 0:04:32- People who criticize me - see themselves as feminists.
0:04:33 > 0:04:34- But what is feminism?
0:04:34 > 0:04:36- I'm a feminist.
0:04:37 > 0:04:40- I'm independent - and I decide what work I do.
0:04:40 > 0:04:44- I'm proud of what I do and - that's what feminism is all about.
0:04:45 > 0:04:50- The Page 3 argument and the question - of feminism divides opinion.
0:04:52 > 0:04:58- There are two basic feminist - arguments about topless modelling.
0:05:01 > 0:05:06- Traditionally, feminists - say glamour models degrade women...
0:05:07 > 0:05:11- ..and promote their status - as sexual objects.
0:05:13 > 0:05:16- More recently, - feminists have realized...
0:05:17 > 0:05:23- ..that women are used as sexual - objects on a daily basis anyway.
0:05:23 > 0:05:28- That being the case, women may - as well profit from the situation...
0:05:28 > 0:05:31- ..and do work - such as glamour modelling...
0:05:32 > 0:05:34- ..and celebrate the female body.
0:05:35 > 0:05:40- I'm sure a lot of glamour models - like Jess enjoy the work...
0:05:40 > 0:05:42- ..and feel that it empowers them.
0:05:44 > 0:05:48- It's certainly empowering - from a financial point of view...
0:05:49 > 0:05:51- ..but that power is restricted.
0:05:52 > 0:05:58- They're free to model topless but - they can't breastfeed in Claridges.
0:06:02 > 0:06:07- They're not free to walk around - Roath Park topless, like the men.
0:06:07 > 0:06:10- That power is certainly limited.
0:06:12 > 0:06:15- I don't think it helps the cause...
0:06:15 > 0:06:17- ..if we see lots of naked women.
0:06:18 > 0:06:20- It certainly doesn't help the cause.
0:06:20 > 0:06:22- I think what would help...
0:06:23 > 0:06:25- ..is if we saw - some different images.
0:06:28 > 0:06:32- If we see lots of naked women, - that's pretty damaging.
0:06:32 > 0:06:37- I think magazines should show - more positive female images too.
0:06:38 > 0:06:40- I think we need a better balance.
0:06:43 > 0:06:46- For example, all that stuff - with Page 3 in The Sun.
0:06:46 > 0:06:50- I think people misunderstood - the problem there.
0:06:50 > 0:06:54- There was a call to get rid - of topless women on Page 3...
0:06:54 > 0:06:57- ..because the balance wasn't right.
0:06:58 > 0:07:01- The male images - were of sportsmen and politicians...
0:07:02 > 0:07:05- ..but the only female images - were of topless women.
0:07:05 > 0:07:07- I don't think that's right.
0:07:24 > 0:07:28- It's ridiculous to question - a woman's right to pose topless.
0:07:29 > 0:07:31- Of course women have a right - to do it.
0:07:32 > 0:07:35- I choose to wear clothes to work...
0:07:35 > 0:07:37- ..but if I had a body like Jess...
0:07:38 > 0:07:41- ..I might wear a bikini - or even less to work.
0:07:48 > 0:07:52- For me, - possibly thanks to my mother...
0:07:52 > 0:07:57- ..the word 'feminist' has nothing to - do with clothes or being topless...
0:07:58 > 0:08:00- ..or wearing a gold lame bikini.
0:08:00 > 0:08:02- It's about choice.
0:08:02 > 0:08:03- What I choose to do.
0:08:04 > 0:08:08- The question is does Jess choose - to do the work she does...
0:08:08 > 0:08:11- ..or is someone else - forcing her to do it?
0:08:11 > 0:08:15- It's Jess's choice - and she's intelligent enough...
0:08:15 > 0:08:17- ..to do anything she wants.
0:08:17 > 0:08:21- She chooses to be a glamour model - and she enjoys it.
0:08:21 > 0:08:24- She makes no apology - about her choices...
0:08:24 > 0:08:27- ..and that's what feminism is to me.
0:08:29 > 0:08:34- Banning Page 3 would have a negative - impact on women in the industry.
0:08:34 > 0:08:39- Models, photographers, editors, - stylists and make-up artists.
0:08:39 > 0:08:41- Feminists who criticize Page 3...
0:08:42 > 0:08:46- ..don't realize how many women - would lose their jobs.
0:08:46 > 0:08:49- Jobs which they enjoy - and which they choose to do.
0:08:56 > 0:09:00- I can understand that, - for a woman like Jess...
0:09:03 > 0:09:07- ..being a glamour model - can be quite thrilling.
0:09:07 > 0:09:13- But it doesn't necessarily improve - women's situation in general.
0:09:15 > 0:09:20- There's a lot of pressure - to get rid of Page 3 and lads' mags.
0:09:20 > 0:09:25- Feminists say that glamour photos - have a negative impact on girls.
0:09:25 > 0:09:26- I'm a curvy girl.
0:09:27 > 0:09:31- I think fashion magazines featuring - size 0 models are much worse.
0:09:35 > 0:09:40- I've never understood why people - feel to strongly about Page 3.
0:09:43 > 0:09:45- I don't see what's bad about it...
0:09:46 > 0:09:49- ..and I don't see - what's fantastic about it.
0:09:51 > 0:09:55- For as long as people turn the - newspaper's pages, it has a future.
0:09:56 > 0:09:59- The one thing I can say - in favour of it...
0:09:59 > 0:10:03- ..is they've always put the emphasis - on real women.
0:10:04 > 0:10:09- There's no silicone, no liposuction - and no ribs shown in these photos.
0:10:09 > 0:10:14- I think it's up to the person who - chooses to pick up the newspaper.
0:10:14 > 0:10:16- Don't read The Sun...
0:10:16 > 0:10:20- ..if you don't want to see - a woman exposing her breasts.
0:10:20 > 0:10:23- Or just turn straight to page four.
0:10:23 > 0:10:25- It's your choice.
0:10:32 > 0:10:36- Jess's work isn't limited to Page 3 - and magazines.
0:10:36 > 0:10:41- The internet is now an important - element in a model's career.
0:10:41 > 0:10:45- But on the internet, the comments - can be far more cutting.
0:10:51 > 0:10:53- It can be difficult.
0:10:53 > 0:10:57- I have 100,000 followers - on Instagram and on Twitter.
0:10:57 > 0:10:59- I do get some nasty comments.
0:10:59 > 0:11:03- I get called a whore or a slag, - too thin or too fat.
0:11:03 > 0:11:06- It isn't easy, - but you have to ignore it.
0:11:10 > 0:11:14- You need to be thick skinned - in this digital age...
0:11:14 > 0:11:18- ..and Jess relies on the support - of her close friends.
0:11:18 > 0:11:20- What sort of shoot was it?
0:11:20 > 0:11:22- What sort of shoot was it?- - Lingerie and fashion.
0:11:22 > 0:11:25- I was with men in some of them, - which was nice.
0:11:26 > 0:11:28- Have you done a shoot - with men before?
0:11:28 > 0:11:30- No, never.
0:11:30 > 0:11:32- That was my first time.
0:11:33 > 0:11:34- Something new then.
0:11:37 > 0:11:39- It's fun.
0:11:40 > 0:11:44- I love hearing about the shoots - and the people she's met.
0:11:44 > 0:11:47- I buy the magazines to see her work.
0:11:47 > 0:11:50- She shows the calendars to me.
0:11:52 > 0:11:54- I also see the dark side of it.
0:11:54 > 0:11:59- Sometimes, Jess receives some really - nasty messages on the internet...
0:11:59 > 0:12:01- ..and it saddens her.
0:12:01 > 0:12:05- It's not nice for me - to see Jess feeling like that.
0:12:06 > 0:12:08- It's not fantastic all the time.
0:12:15 > 0:12:19- We're subjected to this on Twitter, - aren't we?
0:12:19 > 0:12:21- A lot of people are bullied.
0:12:21 > 0:12:25- You can't do anything - without someone commenting on it.
0:12:26 > 0:12:29- It's terrible - that Jess gets a lot of abuse.
0:12:31 > 0:12:36- I suppose if you do something like - that, you leave yourself open to it.
0:12:36 > 0:12:40- You'll have a lot of fans but - you'll also have a lot of haters.
0:12:40 > 0:12:45- I think you'd have to be pretty - thick skinned to put up with it.
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0:13:11 > 0:13:14- People who criticize - glamour models...
0:13:15 > 0:13:18- ..think we just - get our tops off and that's it.
0:13:18 > 0:13:21- They don't know - about all the charity work we do.
0:13:22 > 0:13:27- For example, the Hot Shots calendar - raised 40,000 for Help For Heroes.
0:13:27 > 0:13:31- Also, the Rummers calendar - has raised 20,000 for Macmillan.
0:13:32 > 0:13:34- People should look - for the positives...
0:13:35 > 0:13:37- ..and stop - focusing on the negatives.
0:13:40 > 0:13:45- When Jess comes home from college to - Aberystwyth, she works in a pub...
0:13:46 > 0:13:50- ..and her co-workers join Jess - in stripping off.
0:13:50 > 0:13:55- Every year, Rummers staff - get naked and make a calendar...
0:13:55 > 0:13:58- ..to raise money - for Macmillan Cancer Support.
0:14:00 > 0:14:02- We have a few drinks and it's fun.
0:14:09 > 0:14:13- I think it's great that Jess - raises lots of money for charity.
0:14:17 > 0:14:21- If you're in the position - where you're famous...
0:14:21 > 0:14:25- ..and you have a lot of followers - on Twitter and so on...
0:14:26 > 0:14:29- ..I think it's your duty - to do what she's doing.
0:14:32 > 0:14:35- She does and she raises money, - so good on her.
0:14:36 > 0:14:43- I think the principles behind Page 3 - models raising money for charity...
0:14:43 > 0:14:45- ..are a bit messy.
0:14:45 > 0:14:50- Would they raise money for women - who are the victims of rape?
0:14:53 > 0:14:54- The dividing line...
0:14:55 > 0:14:59- ..between glamour modelling - and fashion modelling is blurred.
0:14:59 > 0:15:05- Connagh Howard from Cardiff also - combines college work and modelling.
0:15:05 > 0:15:07- You come from Cardiff, don't you?
0:15:08 > 0:15:09- Yes. And you?
0:15:09 > 0:15:11- Yes. And you?- - Aberystwyth.
0:15:11 > 0:15:12- Are you a student too?
0:15:12 > 0:15:14- Are you a student too?- - Yes, in my final year.
0:15:14 > 0:15:16- I'm in my first year.
0:15:16 > 0:15:17- Do you have any exams?
0:15:18 > 0:15:21- Yes, in Biology, Chemistry - and Maths.
0:15:21 > 0:15:24- I can't stand maths! It's so hard.
0:15:24 > 0:15:26- I've only got my coursework to do.
0:15:27 > 0:15:28- How's it going?
0:15:28 > 0:15:30- It's tough.
0:15:30 > 0:15:31- Nearly finished?
0:15:31 > 0:15:33- Nearly finished?- - No!
0:15:35 > 0:15:39- It's hypocritical - that people can buy a magazine...
0:15:39 > 0:15:43- ..with Connagh on the cover - in nothing but his pants...
0:15:43 > 0:15:48- ..but a magazine with a similar shot - of me will be on the top shelf...
0:15:48 > 0:15:50- ..in a modesty bag.
0:15:51 > 0:15:56- I enjoy looking at photos of naked - men, especially Alexander Skarsgard.
0:15:57 > 0:16:02- I also enjoy looking at photos - of horses galloping across fields.
0:16:02 > 0:16:04- I don't objectify them.
0:16:04 > 0:16:06- I just enjoy looking at them.
0:16:06 > 0:16:10- I also enjoy looking at photographs - of naked women.
0:16:10 > 0:16:13- I've worked on several magazines...
0:16:13 > 0:16:17- ..including Cosmo, Elle, - Loaded and FHM.
0:16:17 > 0:16:21- I enjoyed working on shoots - featuring topless women...
0:16:22 > 0:16:26- ..in the same way as I enjoyed - working with fully-clothed models.
0:16:36 > 0:16:39- The photo - of Connagh and Jess together...
0:16:39 > 0:16:44- ..definitely says something - different from Jess on her own.
0:16:46 > 0:16:48- There's a story there.
0:16:48 > 0:16:51- I think it looks quite artistic.
0:16:52 > 0:16:55- There's a big difference - between that...
0:16:56 > 0:16:58- ..and top shelf mags.
0:16:59 > 0:17:03- What annoys me is nobody - calls Connagh's photos sexual.
0:17:04 > 0:17:08- Nobody says it puts pressure - on young boys to look like Connagh.
0:17:08 > 0:17:12- Nobody criticizes him - for being just in his pants.
0:17:12 > 0:17:16- Maybe the women who criticize me - buy magazines featuring Connagh.
0:17:20 > 0:17:21- Unlike Connagh's image...
0:17:22 > 0:17:27- ..magazines featuring topless women - are often placed in modesty bags.
0:17:27 > 0:17:31- That in itself has contributed to - the decline of the industry.
0:17:35 > 0:17:40- I think we've moved on a little bit - from that period.
0:17:41 > 0:17:45- When ZOO and Nuts first appeared, - they were very popular...
0:17:45 > 0:17:48- ..but I think - that's a bit dated now.
0:17:48 > 0:17:53- I think the situation with The Sun's - Page 3 is a reflection of that.
0:17:54 > 0:17:58- Has Page 3 changed because - there were so many petitions...
0:17:59 > 0:18:03- ..or because people don't want to - look at those things any more.
0:18:04 > 0:18:08- Maybe we live in a world where it's - not cool to look at such things.
0:18:15 > 0:18:18- The golden age - was the middle of the 1990s.
0:18:20 > 0:18:23- Loaded was launched - and it was a great success.
0:18:23 > 0:18:27- For Him Magazine - changed its name to FHM...
0:18:27 > 0:18:29- ..and Maxim was launched.
0:18:31 > 0:18:33- There were other magazines too.
0:18:34 > 0:18:36- FHM did an astonishing job.
0:18:38 > 0:18:41- They sold 250,000 then 500,000 - then 750,000.
0:18:41 > 0:18:46- They broke the million barrier - but they kept that fact a secret.
0:18:48 > 0:18:53- The next month, if they sold less, - people would think they missed out.
0:18:53 > 0:18:58- You're talking about magazines - with massive circulations.
0:18:59 > 0:19:01- Everyone joined in the battle.
0:19:01 > 0:19:07- They slashed prices and they - put more things on the covers.
0:19:07 > 0:19:11- They cut costs all the time - and sales were dropping.
0:19:12 > 0:19:16- Readers thought, - "This isn't worth my investment."
0:19:16 > 0:19:19- "We're not interested any more."
0:19:19 > 0:19:22- The industry itself - created a situation...
0:19:22 > 0:19:27- ..where everyone thought, - "It's over. We've lost interest."
0:19:29 > 0:19:34- In less than 15 years, - a massive industry was created...
0:19:34 > 0:19:37- ..around the success - of men's magazines...
0:19:40 > 0:19:43- ..then they - killed the industry themselves.
0:19:44 > 0:19:45- It was suicide.
0:19:47 > 0:19:49- The interesting thing...
0:19:49 > 0:19:55- ..about models earning less money - than ten or maybe five years ago...
0:19:55 > 0:19:59- ..is we didn't pay them a penny - in my time.
0:20:01 > 0:20:05- That's true of every magazine - I've ever worked for.
0:20:05 > 0:20:10- We never paid the people - on the covers of magazines.
0:20:10 > 0:20:14- I worked on NME, GQ, - Men's Health and Maxim.
0:20:15 > 0:20:20- I've worked for all sorts - of magazines and we never paid.
0:20:21 > 0:20:23- Sharon Stone, Liz Hurley, whoever.
0:20:23 > 0:20:27- What happened with the culture - of Nuts and ZOO...
0:20:27 > 0:20:32- ..was they started to pay the models - who appeared on their covers.
0:20:32 > 0:20:35- That's because - it was so competitive.
0:20:35 > 0:20:39- I've heard tales of models - being paid up to 20,000...
0:20:39 > 0:20:43- ..because they thought - they'd sell more copies for them.
0:20:44 > 0:20:48- Paying models to be on the cover - doesn't stack up economically.
0:20:50 > 0:20:53- The internet has changed the way - we read magazines...
0:20:54 > 0:20:57- ..and it's affected - magazines' circulation.
0:20:57 > 0:21:02- That's perhaps especially true - of lads' mags and glamour magazines.
0:21:02 > 0:21:05- You can click on anything you like.
0:21:05 > 0:21:09- If you want to look - at photos of naked women...
0:21:11 > 0:21:12- ..or naked men...
0:21:13 > 0:21:16- ..or photos of horses - or dogs or whatever...
0:21:16 > 0:21:20- ..enter it in a search engine - and you'll find loads of photos.
0:21:21 > 0:21:23- The glamour industry has been hit.
0:21:24 > 0:21:27- Why pay for something - if you can get it free of charge?
0:21:30 > 0:21:32- There's a future for lads' mags...
0:21:32 > 0:21:37- ..for as long as sexualization - exists within society in general.
0:21:37 > 0:21:43- There was a situation recently where - a female professional physio...
0:21:43 > 0:21:46- ..went onto the pitch at Chelsea...
0:21:47 > 0:21:51- ..and the crowd chanted, - "Get your tits out for the boys."
0:21:51 > 0:21:53- If we accept that in society...
0:21:54 > 0:21:57- ..there's definitely - a place for lads' mags.
0:21:58 > 0:22:03- There will always be women on the - top shelf, on the middle shelf...
0:22:03 > 0:22:05- ..and on every shelf, to be honest.
0:22:06 > 0:22:09- Good, because that's how - I earn a living.
0:22:09 > 0:22:12- That's how Jess earns a living.
0:22:12 > 0:22:13- Long may it continue.
0:22:17 > 0:22:21- The golden age of the lads' mags - is definitely over...
0:22:21 > 0:22:27- ..but despite the feminist movements - and the impact of the internet...
0:22:27 > 0:22:30- ..Page 3 is still going strong - after 45 years.
0:22:30 > 0:22:33- Titles like ZOO, FHM and GQ - have survived too.
0:22:34 > 0:22:37- During tough times - for the industry...
0:22:37 > 0:22:39- ..Jess has managed - to reach the top.
0:22:41 > 0:22:44- Magazine work keeps coming in...
0:22:44 > 0:22:47- ..and she'll appear in - several 2016 calendars.
0:22:47 > 0:22:51- On top of that, - she must finish her dissertation.
0:22:51 > 0:22:55- Jess must also consider - what modelling jobs she'll do...
0:22:55 > 0:22:57- ..and adapt as necessary.
0:22:57 > 0:23:00- I'm looking to do - more commercial work.
0:23:01 > 0:23:06- I'll go to LA when I've graduated - to look at my options over there.
0:23:06 > 0:23:10- I'm busy and I've been selected - to be in the Hot Shots calendar.
0:23:10 > 0:23:12- I look forward to the future.
0:23:54 > 0:23:56- S4C subtitles by Eirlys A Jones
0:23:56 > 0:23:56- .