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Too thin is no longer "in" when it comes to the fashion industry in Israel... A groundbreaking new law has banned underweight models from the catwalk, from commercials and from print campaigns... It's an attempt to get rid of the "heroine thin" standard of beauty that critics say is fueling an epidemic of eating disorders, of anorexia and bulimia, among Israeli women... Fashion photographer Adi Barkan was the driving force behind the "skinny law" as it is now called. At his Tel Aviv modeling agency - Simply U -- Barkan says he only shoots beauties who look like real, healthy women- like Esther Sisselman... He wants her to be the new beauty standard Israeli girls aspire to... someone who's reasonably slender... But he admits he didn't always think like this. Years ago, Barkan used to tell his models to loose weight, to become bone thin -- that is until he saw it spin out of control with women starving themselves. Barkan began lobbying 10 years ago for a law to ban underweight models from working in Israel. His crusade intensified in 2007 after his close friend, model Hila Elmilach, died of anorexia practically in his arms... Barkan's skinny law requires Israeli models and foreigners who want to work in any kind of advertising campaign to have a body mass index of at least 18.5. That's the World Health Organization's lowest ratio of weight over height that's still considered healthy. For comparison, Barkan says the industry average for most international models is two points lower, or much thinner, at 16.5. Kadima Lawmaker and physician Rachel Adatto says Israeli women are being driven by the image of bone thin models to become anorexic and bulimic. She wrote and championed the bill that became the Skinny law. The Ministry of Health says about 125,000 women in Israel suffer from eating disorders. But many insiders say it's a vastly underreported problem, putting the number closer to 500,000. And very dangerous...in Israel the leading cause of death for 15-24 year olds is anorexia... Photo-shopping is a favorite trick of the fashion industry. It allows them to shave off a few inches from a model's waist, legs or arms. But under the skinny law inIsrael it will be strictly regulated. Any photo-shopped picture will have to carry a disclaimer on 7% of the picture that says "graphic editing was done on this photograph." The goal is for girls to know that the body they're seeing isn't real and can't be mimicked with dieting and exercise. Barkan believes photo-shopping bodies is unnecessary and terribly misleading for young women... He showed me this recently published shot of Kate Moss with no photo-shopping and said she looked just as gorgeous without her arms looking like bones... Native Bar Rafaeli he also pointed out just did a campaign for the Israeli clothing line FOX with no photo-shopping... Barkan is nothing if not ambitious. He wants to change Israeli perceptions of beauty so women won't destroy their lives chasing illusions... Starting in January, his skinny law will force fashion and all advertising companies to work with healthier looking models. Watchdog groups, not the government, will be responsible for filing civil lawsuits against violators. Come next year, Barkan says there will be new images of glamour all over Israel... And it's a change Barkan wants to bring to the rest of the world. He'll head off to New York soon to meet with the Ford modeling agency and top fashion magazines... The question is whether the Anna Wintours, the Tom Fords and the Mario Testinos of the world are ready to change their ways... Rachel Adatto: "We know that every year, every single year, there are new 1500 kids, teenagers that join the cycle of eating disorder. So it's a big number. 10 % of the young generation, of the teenagers suffer from eating disorder and since this age group are 250 thousands teenager, 10% is a huge number." Adi Barkan: "15 years ago the skinny was like in Israeli size 38 and now the skinny is 34. What happened in the last 15 years? Why we lost two sizes? Because the fashion decided we need skinny without to stop, without to ask what the difference between skinny and too skinny... Why everybody want to be skin, they are skinny, they want to be more skinny and then I understood that it's our fault. "When I saw this girl dying, I promise to myself, it doesn't mean its going to be, but if I am alive, it's going to pass! because I know this law saves lives. When they see a real woman in the TV, in the poster, on the covers, they're gonna change. They will know there is too skinny because nobody knows there is too skinny. They will know too skinny is not sexy, and they want to be sexy. They will know that a real guy wants a real woman. Bones are for dogs. Men love women. This is a big change." Jordana Miller JN1 Tel Aviv