Hot on the heels of Zara's disastrous "curvy" denim ads that failed to include a single curvy model, Simply Be's new "We Are Curves" campaign is under fire for not featuring any models above a US size 12.

The campaign has drawn criticism and disappointment online from a demographic that is typically underrepresented or flat-out ignored.

Coincidentally, one of the stars of the campaign, model Iskra Lawrence, spoke with Refinery29 last year about how "plus-size" has lost all meaning, and that instead of making women feel included, the term's loose definition and its application to increasingly smaller models is alienating.

"I'm a U.K. 14 [U.S. size 10 or 12] and I get people commenting on my pictures saying, 'If she's plus-size, what am I?' It could be kept as an industry term — but it's not," Lawrence said. "So you're basically labeling half the population 'plus size,' because the fashion industry has labeled me... people don't want to be labeled."

She continued:

"Firstly, because why should 50% of women be labeled when the other 50% aren't? And secondly 'plus size' has negative connotations. If you're a U.K. 16 and over, you can't generally shop at the same stores. And you definitely can't shop the same collections. You have to shop in a basement or online. You are not treated equally; you're excluded from fashion. If we could stop labeling all women and treat them equally, I think it would just be a huge step forward. That's what I'm trying to campaign for. It's not just size; it's exclusiveness. And just treating everyone fairly and giving them all the same opportunity to be a part of fashion."

The overwhelmingly negative reactions to these campaigns consistently demonstrate a profound desire for change. Unfortunately, the commercial treatment of women's bodies has yet to catch up with the shift in public opinion.

[h/t Teen Vogue]

Image via Twitter

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