Forget “curvy.”  Melbourne Fashion Week is planning to diversify its runway this September with four pregnant models. The women will be chosen via a series of open calls, though the agency Chadwick Models said it would also be signing one of the winners for a permanent contract.  Call it the Miranda Kerr effect?

The decision to include visibly pregnant models is more than just a publicity stunt (though in all fairness, we bet it’s pretty effective as such.)  Instead, the event’s organizers view the inclusion as a way to make Fashion Week more accessible to a broader range of Australians, and to that end, they’re also holding open auditions for both men and women who represent a range of body types.

Ultimately, the hope is that sending a wider range of models, including pregnant ones, down the runway will help spark the country’s flagging retail sales.  While it’s hard to imagine this trick will send a bunch of pregnant women out to buy non-maternity wear, the diversification should help generate more interest in the shows — and a bigger fashion audience could certainly lead to better clothing sales.