Those body-shaming Macy’s plates and Forever 21 sending everyone Atkins diet bars are just the tip of the iceberg.
Both Macy’s M, -2.06% and Forever 21 have been backpedaling from accusations of body-shaming this week.
— Macy's July 22, 2019 Forever 21 has also had to apologize for offending customers this week after it packed low-carb Atkins bars in their shipments. Several shoppers accused the retailer of including the unsolicited diet products in online orders for plus-size clothing in particular, although the company confirmed to Shape that the SNC-Lavalin-owned SNCAF, -1.51% Atkins bars went to all online customers as a free test product.
— elizabeth 🌱 • is drafting • July 23, 2019 Now, both of these companies have certainly made efforts to become more size-inclusive, such as Macy’s increasing its plus-size apparel lines by 20.4% in 2018, and carrying a selection of clothing styles up to a size 24W. Forever 21 expanded its plus-size styles in 2017, including teaming up with plus-size model and body activist Lulu Bonfils.
But it’s only been able to go so far. For instance, many plus-size models are only “ever so plus-size,” Baker noted. They are a size 10, 12 or 14, whose figures still mirror the “ideal” body by having “a Coke-bottle shape where it kind of nips in at the waist,” she said, rather than showing someone who is a size 20.
Advertising campaigns also often miss the mark. Earlier this year, “The Good Place” star and body activist Jameela Jamil called out Avon AVP, +0.00% for printing a brochure that featured a laughing woman and the text, “Dimples are cute on your face .”
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