So there’ve been some excellent articles on the issues with the #plusisequal campaign by Lane Bryant, here are just a few of them..

#Plusisequal? by Radfatfeminist

Lane Bryant’s #PlusIsEqual Campaign & Times Square Takeover Lead To Mixed Reactions by Alysse Dalessandro

#PlusIsEqual But I’m Not Sure I Understand The Equation by Virgie Tovar

Apparently though these are far too complex for Lane Bryant to understand.

#PlusIsEqual tweeting confusion over criticism of campaign

Sorry, but this is going to take a few more than 140 characters, I’ll try to keep it simple though.

What should you do if you want to run a body positive campaign

(and not be accused of just capitalising on others hard work)

1. Show a range of bodies

This means that you need to show bodies which are varied, different sizes, shapes and colours. (You’d win even more points for showing disabled bodies too!)

Evans #StyleHasNoSize campaign vs. a diverse body positive image
Left: The Evans #StyleHasNoSizeCampaign
Right: CardifforniaGurl, Toodaloo Katie, A is for Abi, Pretty Big Butterflies, and Nerd About Town‘s response photo


Lane Bryant's #PlusIsEqual vs. a diverse body positive image
Left: Lane Bryant’s #PlusIsEqual campaign
Right: Jes Baker’s #EmpowerAllBodies

2. If you are going to sell merchandise, sell it in relevant sizes

Difficult concept I know, but if your campaign specifically mentions representation of women up to a size 34 then you need to sell campaign clothing up to a size 34.

Lane Bryant's #PlusIsEqual tee does not represent sizes their campaign mentions
From @wannabeprincessuk on Instagram

And if you are doing a big celebration of your new campaign which is going to garner press attention and you’ve brought campaign t-shirts along for people to wear to show support for your campaign, they do kind of need to be in a range of sizes, otherwise it starts to look like you only want your campaign to be represented by straight size women.

Virgie Tovar's account of #PlusIsEqual not stocking plus sizes in a plus size campaign
From Virgie Tovar’s account of the #PlusIsEqual event

3. Try to use women who are representative of your average customer

If you get an opportunity to put plus size women in a mainstream show, take it! And no, I don’t mean the smallest plus size by fashion industry standards, try picking a size that actually represents your customer base. If the size model you are using is unlikely to buy from you (as they can buy from any other straight size store) then you aren’t being body positive.

Evans #fashfest catwalk show, model much smaller than target audience
From Evans #fashfest catwalk show

4. Listen instead of dismissing criticism


That’s a whole 4 suggestions, nothing difficult there. Give it a try.

4 thoughts on “#Ifpluswasequal

  1. 3. I honestly don’t believe that the bra sizes are available in Evans. I can’t buy my back size there- and they’re obviously smaller than me. They’ve lost a customer.

    1. I agree, their smallest back size is a 38, I’m a 34 and there’s no way the model on the catwalk has a bigger back size than me. So they must have either adapted or made up those bra specially for the catwalk, when they could have just used larger women.

  2. I think that under representation happens all too often. I wouldn’t say I was on the fence about any of it, diversity is key but I also think that maybe small steps are better than no steps. And hopefully when people shout loud enough they might get the message x

  3. Well said. These let downs are happening at such a rate of knots recently. It seems to be one step forward two steps back every time. Brands take us backwards and it’s individuals driving us forward. If ONLY these idiots would listen to their chuffing customers! xx

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