As the body positivity movement grows, more and more clothing companies are making efforts to support the cause by carrying larger sizes and helping empower women of all shapes and sizes. Or at least that's what they want you to think. Brands like PrettyLittleThing are posting numerous Instagrams of plus size models wearing their clothes, and they are getting quite the backlash. People are responding left and right saying how 'unhealthy' the models are and how promoting these models is putting out the wrong image of beauty.
And the brand isn't responding to it. In fact, we think that might be exactly what they want. While other companies like Aerie have created body positivity movements of their own, like their #AerieREAL campaign, they've been able to keep negative comments and backlash to a minimum. On the other hand, PrettyLittleThing seems to be thriving every time negative comments are written on their posts. While people are arguing on this platform the brand created, they are getting more exposure and more business, each and every time. It's almost shocking how the company will respond to any and all comments on their social media regarding customer service issues, but they'll never respond to the hateful comments or the harsh debates going on. They don't moderate their feed at all and they don't even defend the models they hire.
To make this even more surprising, they recently hired Ashley Graham, the queen of body positivity, to be their new spokesperson. When finding this out, we thought of course they were going to be a genuine and positive brand. However, when looking at their line that specifically stars Ashley Graham, we found that although it is technically inclusive, it's rather limited. The idea of this line was that the clothes would come in sizes 6-28 so it would cater to all women. A step in the right direction for sure, but these are the only clothes on their site that goes above a size 12, which is ironic considering that the average size of a woman in the US is a 14. And to top it all off, it only includes around 30 dress options.
After searching the PrettyLittleThing website a little more, we found out that for women of a dress size 2, they have almost 2000 options to chose from. Must be nice for them, right?
Then, when you look at the same dress selection but for someone who's a size 14, their options go from almost 2000 to just above 200. Hmm, a 90% decrease. Interesting.
And finally, as we already know, they claim to hold sizes up to a 24, but the ladies who are a 24 actually only have around 30 style options of dresses. That means only 1.5% of their dresses are truly for every persons' body.
All in all, PrettyLittleThing doesn't seem to be as inclusive of a brand as they would like to give off.
So many companies are like PrettyLittleThing, getting in on the body positivity action, and they think consumers can't see right through their nongenuine tactics. If they wanted to be inclusive, they'd carry all sizes for more than just 1.5% of their clothing options. They'd find a better way to respond to the haters on their social media platforms and maybe even use their platform to help promote a healthy discussion of body positivity. At the very least, they'd defend the plus size models they've hired when trolls start tearing them down.
What do you think? Are they really doing their best to support body positivity movements or are they just milking it while they can as a marketing ploy?