PrettyLittleThing, a UK-based online fashion store that targets 16-34-year-old women, recently took a big step in inclusivity. Rather than photographing its clothing on one sample size model as most brands do, PrettyLittleThing began modeling the same pieces on both straight and plus size women. Since diving into this initiative, the brand has received an overwhelming amount of positive feedback.
The idea is to show what a single article of clothing will look like on different bodies. For each piece in the new holiday collection (which features supermodel Hailey Baldwin, by the way), PrettyLittleThing photographed two women side by side, one in a straight size 6 and one in a plus size 18. The brand has dubbed this new campaign #EveryBODYinPLT. For right now, the two models are only shown wearing pieces from the holiday collection, which consists of silver sparkly dresses. But, given PrettyLittleThing’s success with the move, we might see double models for other products soon.
Many social media users have shared the brand and commented on its support for body positivity. They also urged other brands to follow in PrettyLittleThing’s footsteps. "This is what every clothing website needs, nothing more annoying than seeing something on only a plus size model or only on another model who's petite,” said one twitter user.
Not only has the brand decided to include more plus size models, but also more models of color, as twitter user @thegirllogan_ pointed out. Other fans have asked that PrettyLittleThing keep going on this path to total inclusivity by modeling different heights for pants shopping.
The campaign’s plus size model, Leslie Sidora, told MTV that #EveryBODYinPLT has made her extremely proud of her curves. She hopes that PrettyLittleThing will continue to use more than one model to represent the brand’s products. “It feels amazing that companies like PLT gives a chance to curvy girls like me to show everyone that there's not just one body type,” Sidora said.
Other brands have taken similar steps towards inclusivity of all body types in recent months. Good American, for example, launched a size 15 jean for curvy women who are often stuck between sizes. Universal Standard also created a line of basics ranging from sizes 00-40. The fashion world is truly celebrating body positivity, which is something everyone can get behind.
What do you think of PrettyLittleThing’s campaign for inclusivity? Which brands do you call on to be next? Let us know in the comments!