NOT Fabulous

So, you've got to hand it to the marketing genius' in the fashion industry who finally realised that women weren't getting any smaller. Alot of clothing chains that carry clothes for women have started including plus-sized clothing or have been making their regular sizes a little bigger. Gap, Old Navy, Wal-mart, even Le Chateau have all made the change - and personally, I LOVE the fact that I'm now a Medium at the Gap, and not a "We'll-see-if-we-have-it-in-the-back" kinda girl.

With that being said, I can't forget to mention the stores that have been doing it for ages. Stores like Adition-elle have made themselves one of the foremost authorities on supplying BBW with the clothing they use to ROCK themselves. Reitmans is another example. They have forever been catering to women of all shapes and sizes including dedicating specific sections in their stores for the regulars, talls, petities, and plus-sized women of North America for a while now.

Recently, Reitmans has introduced their "real life" campaign which has shown your average, every-day woman strutting her junk like she's a super model but in every day scenarios, because lets face it: if the baby-spit up or the government ID badge didn't give it away, you might just assume these actresses women were models.

One of my personal favourites has been the guerrilla bus terminal ad campaign featuring one of my favourite slogans: "Muffin tops are for breakfast"

But what happens when reality sets in? The reality that I'm speaking of, of course, is: Fat Chicks.
The same industries that are trying to cater to the plus-sized market are still alienating the women who are part of it.

Exhibit A:

NOT Fabulous

The above image is from a Reitmans e-newsletter. The slogan: "Now available in small, medium, and Fabulous!" would lead consumers to believe that Large is the New Black and that maybe it's actually OK to be whatever size you are.

But what about that model?

She doesn't look like she wears a size-fabulous.

Infact, I would go far as to say she's probably an extra-skeletor which isn't fabulous at all.

Actually, there weren't any BBW featured anywhere in the e-flyer .

Though, to be fair, if you look closely, you can see an outfit of plus sized "summer essentials" in the top right-hand corner.

I think what's important to remember here is that the World is changing. Women are changing. And while it's all well and good to try and be non-exlusive, it sucks some BIG OL'BALLS to have to wander to the back of the store, or go to a specialty shop to get clothes that fit you. With such a staggering amount of nonerexic women, it's about time companies work on the Size Fabulous initiative and stop making women feel damaged or ugly because they're regular and healthy.