Companies often misuse the term “body positivity,” but Fashion Nova’s latest campaign might be the most cringe-worthy yet.
“Breaking News: Fashion Nova’s Body Positivity Campaigns Are Going Viral,” reads the Instagram post, showing women with the same body type in slightly different sizes.
Fashion Nova’s campaign, shared with their 21.4 million followers, was also promoted by partners like the Shade Room, which has 29.3 million followers. The Shade Room shared the post with the caption, “The perfect swimsuits to fit every body!”
The main image for this “body positivity campaign” shows the “Aubrie Gems 2 Piece Bikini,” which comes in sizes XS to XL. According to Fashion Nova’s size guide, this covers from a 32A to a 40D, which is not considered plus size.
The largest model in the post is a 1X, but the bikini she’s wearing — the “She Sells Seashells 2 Piece Bikini” — is only sold in sizes XS to XL. This is also true for the “Island Wonder 3 Piece Bikini Set” that the 1X model is advertising.
As someone whose clothing size varies between regular and plus sizes, I often see brands use bigger models in their ads but offer few plus-size options. Fashion Nova has some clothes in a 3X, but it’s only about three pages on their site — very little for a fast fashion brand.
What is “Body Positivity” ?
Brands and social media often water down the term “body positivity,” but we must acknowledge the Fat Activists who have fought for liberation for years. National Association to Advance Fat Acceptance Chair Tigress Osborn said, “If Body Positivity doesn’t include fat people, Black people, and other marginalized bodies who made it possible, then it’s not Body Positivity at all.”
Million Pound March on August 15, 1998, in Santa Monica, California.
When we see ads like this, it’s important to ask: where are the fat bodies? What about people with disabilities? And what about the workers who make these cheap clothes? It’s almost like they’re trying to provoke anger, isn’t it?
