Young women want to look like Mad Men's curvaceous Christina Hendricks and not supermodel Kate Moss, according to Cosmopolitan magazine.
The voluptuous actress has become a pin-up thanks to her role as secretary Joan Harris in the BBC drama about a 1960s New York advertising agency.
By contrast to the waif-life proportions of Moss, the British model beloved of teenage girls, Hendricks is a size 14.
"Joan has had a huge impact on fashion and on women having the confidence to flaunt their curves. This year loads of girls want to look like Christina Hendricks, not Kate Moss," The Telegraph quoted Louise Court, editor of Cosmopolitan magazine as telling the Radio Times.
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Photograph: Danny Moloshok and (right) Dylan Martinez for Reuters