They come from all walks of life - funeral directors, litigation lawyers, academics - and they come in all shapes, sizes and ages.

The Perth Fashion Festival has embraced real women this morning - launching its plus-size model series of events, Every Body Counts.

The vent was launched at Carillion City this morning, by festival director Mariella Harvey-Hanrahan and perhaps Australia's most recognisable plus-size model, Natalie Wakeling.

Fifteen WA women were chosen from 200 applicants to get the full glamour treatment.

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Ranging in ages from 19 to 60 and sizes from eight to 16, the women will walk the runway at Carillion City tonight at 5pm and again on Sunday at midday.

Ms Harvey-Hanrahan said giving real women representation in the fashion industry and supporting plus-size models was perhaps her proudest moment in the festival's 12-year history.

"It is so important for women to have a positive body image, strong self-esteem and healthy lifestyle," she said.

Ms Wakeling said in the past plus-size model events had felt like they were tokenistic or were publicity stunts but this event was different.

"It's not a competition, it's about celebrating average women not a bunch of six foot 'glamazons' and it is about supporting issues like mental health associated with bad body image."

Plus-size model Natalie Wakeling with winners of Every Body Counts. Picture: Sandra Jackson

She said often in the fashion industry plus-size models were "left till last" and "got the dregs of the barrel - put them in a sack and throw them down the runway and hope they do okay".

"But here there has been a lot of detail on the clothes, the jewellery and styling," she said.

Stephanie Barber, 51, from Midland and a funeral director, said she entered the competition because she felt it was important for women of different sizes, ages and shapes to feel represented. She was surprised to be selected.

"It's been so much fun to be with all these girls, doing hair and makeup and getting styled - it's been wonderful," she said.

"I feel more confident about myself just in the last few weeks."