Yesterday morning, Evans launched their new #StyleHasNoSize
campaign in anticipation of UK Plus Size Fashion Week which they are sponsoring.
This could have been an amazing opportunity to show the
world that plus size doesn’t mean without style and to push Evans into the
spotlight for being a brand that genuinely campaigns for the customer they
cater to. Instead, Evans chose to take no risks, to ignore their true customer
and to ultimately kill their entire campaign by featuring five beautiful women
who are all in the range of a size UK16, relatively lacking in diversity with
toned bodies, long hair and chiseled faces - Models.
I look at this campaign and I don’t see myself or any of my peers represented, and have a very hard time of being supportive of it. Having a revolutionary hash tag means nothing if the brand doesn’t truly believe and show their support of the community. This campaign was one that deserved to feature women of all shapes, sizes, colours and abilities and has been completely drowned in safe, standard, and “acceptable norms” that do nothing for the promotion of actual style at any size and ultimately the brand itself.
I look at this campaign and I don’t see myself or any of my peers represented, and have a very hard time of being supportive of it. Having a revolutionary hash tag means nothing if the brand doesn’t truly believe and show their support of the community. This campaign was one that deserved to feature women of all shapes, sizes, colours and abilities and has been completely drowned in safe, standard, and “acceptable norms” that do nothing for the promotion of actual style at any size and ultimately the brand itself.
This campaign is reminiscent of the Lane Bryant #ImNoAngel
campaign last year which got a similar backlash and even it featured more
diversity and size in comparison.
So as a comment on this royal flop of a kick off to UK Plus
Size Fashion Week, five of us (all UK based plus size fashion bloggers) got
together to suggest how this campaign could have gone.
We hope that Evans will see that they have missed an
opportunity and are setting back the genuine movement of women having style at
any size. Take risks, showcase the
beauty that you apparently see in your customers and put it out there. With so
few big plus size brands on the market, you have real opportunities to be the
one changes things and it’s disappointing to see you ignore them.
Let’s hope for something better next time…
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