For years and years, it has been super hard for women, specifically women who are curvier or have a little extra meat on their bones to find clothing that fits them well. It seems as though "plus-size" women always got the short end of the stick when it came to fashion back in the days. Thankfully that's changing and people like supermodel Ashley Graham are speaking out against that term, considering the average size for women in America is a 14/16. The term is often deemed negative and perpetuates the idea that so many women have abnormal bodies.
Thanks to Kmart, the retailer is changing that and wanting all women to feel sexy and confident in their own skin. The name change accompanies their I Can campaign, a campaign that's geared towards women empowerment. I Can, attempts to empower women
of all shapes and sizes.
"When we reached out to our members on social media, they told us we needed to have a better assortment and that we should we call it something different,"Kelly Cook, Kmart’s chief marketing officer says toWomen’s Wear Daily about the change. "They absolutely love this whole mantra of 'Fabulously Sized.' We're proud to provide this apparel, and we're also proud about our price points."
Some argue that the term "Fabulously Sized" still extents upon the thought that plus size women should still be labeled and put into a marginalized group. Now even though all women are fabulous no matter what size they are, it wasn't until recent years that the fashion world or just the media, in general, started accepting women who wore a size bigger than a size two. In the end, we have come along way from that and it's great that body types are becoming more diverse in the industry!
Check out Kmart's awesome ad below.