In 2000, Bijan generated controversy when he published advertisements featuring a nude "rotund model named Bella", which were rejected by many New York magazines before being accepted by Tina Brown's
Talk. He said the ads were an homage to painters Peter Paul Rubens, Henri Matisse, and Fernando Botero, whose art has featured full-figured women, and said "I embrace the beauty of all women". Once they were published in
Talk, the ads were accepted by several of the publications that had previously rejected them.