Even if you’ve never heard the term curve-washing before, you have likely encountered it in fashion ads or while searching for plus size clothing. Curve-washing is a deceptive business practice that includes using plus size models in ads or campaigns when the brand or designer doesn’t actually carry plus sizes.
This also applies when brands use size-inclusive language to drive traffic to their brand but they only carry a limited plus size range.
Ok, but… Give me some examples of Curve-Washing
Possibly the most well-known example of curve-washing is luxury brand Moschino. Moschino has multiple custom-made garments for Lizzo for red carpet events. Of course, Lizzo looks absolutely amazing in these designs.
However, if you were to go to Moschino’s website, you’d learn they only offer items up to a size 14. They do have a size 16 listed on their size chart, but no items available in that size. This sends a message to plus size consumers that they are only worthy of clothing if they are already an famous icon.
Luxury brands aren’t the only offenders. Many smaller brands use similar tactics. Cider, for example, only recently updated their sizing to include a size 4X/US 24. Prior to this, their ads frequently used language touting “inclusive sizing for every…
