# Exclusive Plus-Size Campaigns The Rum + Coke Fashion Photo Shoots Feature Plus-Size Women Only By Rahul Kalvapalle | Published 2015-04-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rum-coke References: [today](http://www.today.com/style/rum-coke-fashion-designer-features-only-plus-size-women-color-1D80409159) & [shoprumandcoke](http://www.shoprumandcoke.com/) Rum + Coke, the fashion line owned by designer Courtney Smith, may offer sizes ranging from two all the way up to 24 -- but owner and designer Smith insists on using only plus-size women in the collection's campaign. Smith, who herself identifies as a plus-size woman, found it ridiculous that most fashion photos didn't include models that looked anything like her, and so decided to focus on using plus-size women in her campaigns. Smith even appears in photos for her own campaign, a campaign that she hopes will "replace messages of self-loathing with [messages of self-love and empowerment](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman)." The collection itself features everything from curve-hugging party dresses to velvet crop tops, and the campaign is designed to convey to plus-size women that they can pull off their favorite looks regardless of their size or weight. Ultimately, the Rum + Coke campaign hopes to encourage women to appreciate and be comfortable in their bodies. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 73% | Activity: 64% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Body Positive Fashion:** Using plus-size models in fashion campaigns promotes a body positive message and encourages women to embrace their bodies. - **Representation in Fashion:** Including diverse body types in fashion campaigns challenges traditional beauty standards and promotes inclusivity. - **Empowerment Through Fashion:** Fashion campaigns that focus on self-love and empowerment empower women to feel confident in their own skin. ### Sectors Adopting This - **Fashion Industry:** The fashion industry can embrace inclusive marketing strategies and cater to a wider range of body sizes to meet the demands of diverse consumers. - **Advertising Industry:** The advertising industry can explore campaigns that promote body positivity, diversity, and empowerment to align with evolving consumer values. - **Beauty Industry:** The beauty industry can create products and services that celebrate diversity and support women in feeling confident and beautiful, regardless of their body size. ## Related on Trend Hunter - [Inclusive Denim Campaigns](https://www.trendhunter.com/trends/torrid-jeans-for-life.md) - [Romantic Size-Inclusive Intimates](https://www.trendhunter.com/trends/gabi-gregg.md) - [Size-Inclusive Shirt Collections](https://www.trendhunter.com/trends/curve-by-the-shirt-company.md) - [Body Positivity Campaigns](https://www.trendhunter.com/trends/nobodylikeyou.md) - [Body-Inclusive Reality TV Ads](https://www.trendhunter.com/trends/roses-for-every-body.md) - [Confident Fashion Rebranding Campaigns](https://www.trendhunter.com/trends/people-will-talk.md) - [Modern Occasion-Focused Apparel](https://www.trendhunter.com/trends/the-plus-one-edit.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Empowering Woman-Inspired Campaigns](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman.md)