Well the inevitable has happened –body positivity has gone mainstream. Untouched and unedited ads have garnered so much media attention to the point a straight size brand has “resorted” to featuring plus models in their marketing campaigns to profit of this trend even though these same models don’t fit in the very clothes the brand sells in stores. This particular ad campaign received some backlash on social media, with many people demanding the retailer introduce size inclusive collections that reflect what they currently marketing and of course bringing up the debate as to whether or not plus should be dropped all together as creates unnecessary division. Modcloth immediately comes to mind as a brand that pushed for this as they announced back in 2015 that they would be dropping the “plus size” category on their site. It was a decision that received massive praise across the internet for it implied the idea of shopping by style instead of size. I’ll admit that at first I was ecstatic to hear about this change because I thought this size inclusive shopping experience meant more pieces being available in plus sizes. Sadly that was not the case as there are many pieces up on the site that are only available up to a size 12 if you are lucky. In order to ensure that you are shopping pieces available in plus sizes, you have to refine your search by size which is basically manually re-creating the plus size page they once had.  Now I have to give them credit, they conducted an independent survey on their customers to find out more about their needs and wants in terms of fashion. HOWEVER, the very idea that simply dropping the category is being size inclusive is very misguided.

Which leads me to the what initiated this blog post. Lovesick.

Oh Lovesick…size UP not down. SMH

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