It's the deliciously bitchy tale of a non-existent cream puff, the media's obsession with skinny models and Australia's largest department store chain.

To promote the relaunch of its plus-size range Big is Beautiful, Myer recently ran a modelling competition aimed at "real" women who wear dress sizes of 14 and above (i.e. the majority of Australian females). The event was a PR coup for the brand and Myer received wall-to-wall coverage of its use of professional and "everyday" catwalk models. But what did the models get in return -- apart from a rabid fashion media calling them "fat"?