In a baffling move, a clothing brand targeting plus-size women, Plus Size Baby, has taken a misguided approach to marketing. If there’s a lesson for marketing teams everywhere, it’s this: do not follow their example.
The brand’s website features thin, straight-sized models posing in underwear meant for plus-size women, which is not just misguided—it’s downright offensive. Looking at these images may induce a visceral reaction, as they highlight the absurdity of using a size zero model to showcase underwear available in sizes L-3X.
What were they thinking? How did this concept get approved? It’s hard to believe a rational human being (likely a man) thought this was a good idea. When Plus Size Baby tweeted one of these images in an earnest attempt to promote their products, the backlash was immediate and overwhelmingly negative.
Comments like “Sexy lace panties for plus-size women” echoed the collective disbelief of their audience, reflecting the disconnect between their marketing strategy and the reality of their customer base. The same goes for their “elastic workout leggings” which they promoted in a similarly insensitive manner.
Moreover, the brand has a troubling trend of not utilizing plus-size models in their swimsuit advertisements either. If that monokini is truly plus-sized, then I’m the Queen of England!
As a soon-to-be mother, I’m tempted to buy these underwear ahead of time because they resemble the mesh styles I wore postpartum. They do come with a special patch for a “Dinosaur-Sized Post-Birth Maxipad,” so at least that aspect is somewhat practical.
The absurdity of promoting plus-sized clothing with thin models is not only misguided, but it also highlights a larger issue. There are countless talented plus-size models available, many of whom miss out on opportunities due to poor marketing decisions like this one. As a plus-size woman, seeing a slender person in underwear that would fit me is not just frustrating; it’s insulting and demeaning.
Marketing effectively to women of all shapes and sizes is not as complicated as some brands make it seem. It’s time for Plus Size Baby to step up and do better.
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In summary, it’s crucial for brands to understand their audience and represent them authentically. The approach taken by Plus Size Baby should serve as a cautionary tale for marketers everywhere.