Zara is a seemingly endless source of affordable, chic wardrobe staples, but the clothing chain is facing serious backlash for a new marketing campaign. The ad, which has been seen in stores in England and Spain, features the slogan "Love Your Curves." While the well-intentioned message seems to celebrate body positivity, there's a problem: The two models featured alongside the phrase are both similarly slim.
Before we go any further, it's worth noting that literally every body has curves. No matter your gender, height, weight, or clothing size, odds are: Your body has a curve or two. The problem with the Zara ad isn't that the ad featured slim women—it's that it didn't feature anyone else.
Zara's "Love Your Curves" ad started to go viral after Irish radio personality Muireann O'Connell tweeted about it, prompting many other customers to take to social media to decry the omission of a model with a different body type. While some tweeted that perhaps the retailer attempted to empower women of all body types, including those who wear small sizes, many others felt that the brand committed a major mistake by neglecting to include a diverse set of models in the campaign—thereby doing exactly the opposite of what the slogan preaches.
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Zara has made headlines in the past for its lack of options for plus-size women, as well as its minimal stock of items in large sizes. Last year, one Spanish teenager created a petition demanding that the Spain-based brand start carrying large sizes. Her petition received more than 95,000 signatures, prompting Zara to start carrying some items in size XXL. However, many still claim that finding large sizes at the store is an uphill battle. It seems like all people really want is for Zara to recognize their curves—regardless of what size they are.
We've reached out to Zara for comment and will update this post with its response.
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Also: Ashley Graham: "Body Positivity Is Not Just a Trend" (from Glamour)
