“When we reached out to our members on social media, they told us we needed to have a better assortment and that we should call it something different,” Kmart’s chief marketing officer, Kelly Cook, told WWD. “They absolutely love this whole mantra of ‘Fabulously Sized’ … We’re proud to provide this apparel, and we’re also proud about our price points.”
This change in branding stems from a rise in body-positivity talk on social media and beyond. Between models like Ashley Graham flaunting their cellulite and figures like Amber Rose showing off their curves on the beach, it’s clear women want to feel good about themselves no matter what. “As these women increasingly embrace their size, we saw a huge opportunity to grow our apparel business and offer our members more choices,” Cook said. “This decision was also heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity.”
Kmart isn’t the only brand to do away with the “plus-sized” moniker. Reality star Khloé Kardashian made it a point to not set aside plus sizes in her denim line Good American.
"The line is all about empowerment," KoKo explained. "Making women feel great about themselves and embracing women of all shapes." And though the jeans come in sizes 00 to 24, the larger sizes are not set apart from the smaller ones — a decision that comes from a personal place for the 33-year-old, as she once struggled with body image.
“I never considered myself fat, but when I used to shop with my sisters I was always really shamed and shunned by [sales assistants] who would say: 'We don't carry that size here,’” she said. “I was always so embarrassed, so for a long time, I didn't wear denim at all. I kept getting angrier.” Well, we’re certainly glad that all women have the opportunity to feel “fabulous!” Will you be shopping at Kmart??