The case of Myla Dalbesio sporting Calvin Klein underwear underlines the fact that no matter which model a fashion brand chooses for its advertising, there are always complaints. The issue of body image in fashion marketing is a touchy subject that may be best met with support when the women are decidedly plus-size.
In the recent Perfectly Fit campaign, Myla was photographed with the suggestion that this line of undergarments is snug on anyone of any shape. While the brand didn't seem to otherwise make a big deal or distinction about the woman's measurements, a message was received loud and clear to many consumers.
With the knowledge that the model is a US size 10 and that this is considered 'plus' within the industry, great backlash was communicated over social media. Many consider Myla Dalbesio to be a beautiful woman with a relatively slim figure, so this Calvin Klein campaign highlighted a frustrating industry norm for a consumer base that's largely plus-size by its definition.
Photo Credits: Daily Mail
What's Driving This Trend
- Body Positive Marketing
- Opportunity for fashion brands to embrace diverse body types and promote body acceptance.
- Social Media Backlash
- Companies need to be prepared for potential backlash on social media when controversial ads are released.
- Plus-size Fashion
- Growing market for clothing and brands catering to plus-size consumers.
Who This Affects Most
- Fashion Retail
- Opportunity for retailers to expand their offerings and include more inclusive sizing options.
- Advertising
- Opportunity for advertisers to create campaigns that challenge traditional beauty standards.
- Social Media
- Potential for social media platforms and influencers to drive conversations and advocate for body positivity.
