Sammy Nickalls
August 08, 2015 7:36 am

We’re all for comfortable, cute plus-sized clothing. In fact, more than “for” it — it’s something that we need much, much more of. Plus-sizes are crazy inconsistent, and it’s about time that retailers start noticing that women who wear plus-size are exhausted of dealing with ridiculous marketing and bizarre sizing.

We’ve had some recent innovations in the industry, including the amazing and kickass plus-sized model Tess Holliday, who’s totally redefining beauty standards in the best way. But unfortunately, we’re pretty bummed out about an online retailer associated with Alibaba, who is just contributing to the problem with their latest marketing strategy that is not only totally bizarre, but entirely unacceptable in an entirely new way.

The site has been selling bright, plus-sized leggings, $10.90 – $12 a pop. Cool, no problem with that, right? Unfortunately, the way they’re marketing them. . . entirely unnecessary, unwarranted, AND completely insane. According to the images with the product, it looks as though the site is having thin models stand entirely in one pant leg of the leggings.

What? Like. . . seriously, why? Who is this benefiting, exactly? Because it seems very unlikely that this marketing campaign would translate to any sales.

Honestly, this is not only one of the most offensive, but truly bizarre advertisements for plus-sized clothing we’ve ever seen. Why not just have a plus-size model wear these leggings? After all, they’re made for plus-size women, and they’re being marketed for plus-size women. But instead, the company chose to have a thin woman stand in one pant-leg, as if marketing an entirely new weird trend altogether. Or maybe they’re showing that you really CAN be a mermaid with these special, one-of-a-kind leggings.

There are so many things wrong with this that we don’t know where to start. Plus-size is supposed to be for women of all different body types, so they can feel comfortable and cute sans ridiculous body standards. Unfortunately, this ridiculous method of advertisement does the opposite — highlights said unattainable body standards with entirely pointless comparisons.

Perhaps the site was trying to show the “elasticity” of these leggings, but here’s the thing: they’re leggings. If they’re not stretchy, um, they’re not very good leggings to begin with. And marketing this obvious attribute by having a thin model stand in one of the pant legs reminds us of the pain a woman recently went through at an Old Navy shop when she overheard a girl chatting about how she and one of her friends could fit in a plus-size tank top. Not cool.

Oh, and for the record, here’s how non-plus-size leggings are being marketed on the same site:

So, the question we have for this site: who exactly are you marketing to? Whatever the answer, here’s a shout-out to the marketers: Generally, if you wanna sell something, try not insulting the person you’re trying to sell to. You’re welcome.

(Images via)

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