Curve-Washing is the Illusion of Body Inclusivity

27.06.2022, 12:30 fashionmagazine.com

Are we really in the age of size inclusivity? As more curvy models appear on catwalks, magazine covers and brand campaigns, it would seem the answer to that question is “yes.” But when we see the marketing tactics at play behind such progress, it becomes performative at best, and fatphobic at worst. The sad truth is, the promise to cater to all shapes and sizes is merely a ploy for many brands. And it’s been given a name: curve-washing. The retail strategy is pervasive but sometimes hard to spot. Curve-washing is when brands use body-positive language, marketing and imagery to appear inclusive when they are, in fact, not. We often see this when brands use size-diverse models in ad campaigns or on runways without actually selling those same sizes.