After it has seemingly culled its plus-size curve range, Australian brand Dangerfield has gone viral for all the wrong reasons.
The brand is being called out online for ending its plus-size range after less than a year of its existence.
While the brand hasn’t made an official announcement, the ‘curve’ size tab has been removed from its website and all clothing from its curve range is heavily discounted online.
The curve size range started at 18 and went to a size 24.
Based on the sizes available on the website currently, going forward it seems customers will only have access to some styles in a size twenty. Basically, anyone between a size 22-24 will no longer be able to shop at the store.
The brand has seemingly turned its back on part of its customer base.
It’s also worth noting in the current Australian shopping landscape, Dangerfield was one of the few stores that you could find in a mall that offered sizes over a size 18. So many brands stop at a size 14 or 16, so the brand back-peddling on its new curve range is very disappointing for the plus-size community.
Jaimie Nicole (main photo), who has modelled for the brand before as a plus-size model is also disappointed, she told B&T, ”
“While there hasn’t been any official confirmation from Dangerfield that it has been discontinued, the fact that the whole range was heavily discounted and disappeared from the websites speaks in volumes.
“When I was asked to model for Dangerfield as an 18/20, I was absolutely stoked to work with a brand who I’ve loved for years.
“Seeing Dangerfield extend their range into plus sizes a couple of years ago was so awesome to see and made me feel validated as someone who is fat and already had limited alternative options.
“I had such an amazing time working with Dangerfield for their campaigns and website, I was always made to feel really comfortable and genuinely felt heard while on set talking about plus size fashion issues.
“They told me some months ago that they were extending their whole range into a 20, how incredible!! But I had no idea that would mean that they were ditching their extended sizes as part of this. Dangerfield, like many brands – has a problem with fat people
“The problem is that they invested in a plus size range, that sits hidden in their stores (if at all) and in a separate section of their website.
“Fat people are continually “othered” by separate ranges and excluded from a lot of the straight-sized styles. Brands like Dangerfield could have had such success with their range if only fat people knew it existed.
“When you don’t show visibly fat people on your social accounts, your email marketing, on your advertising and don’t work with the plus-size influencers that people look to for fashion – what do you expect is going to happen?
“I believe that the reason they removed the line is that they weren’t getting enough sales, but if fat people don’t know it exists and don’t feel supported to shop at your brand – what do you expect?”
https://www.instagram.com/p/COEktWWDpHi/
Naturally, disappointed curve customers have expressed their disappointment online.
A TikToker that goes by the username Mooniscringe wrote on her TikTok, “Dangerfield has discontinued its plus-size line. All of it was shipped back to a warehouse to be sold at a huge discounted price.
“I’m absolutely disgusted. I actually can’t believe it. They silently removed it without a trace left behind.”
https://www.tiktok.com/@mooniscringe/video/7038934397457894657?is_copy_url=1&is_from_webapp=v1&lang=en&q=dangerfield&t=1639001966633
Meanwhile, consumers also took to Twitter to share their thoughts.
Did anyone else know Dangerfield was discontinuing their plus size range? After just a little over 12 months… so disappointing. Ppl will really sell dog clothes rather than extended sizes huh
— Pomona ●👩🏼🦼 (@_fatwitch_) December 7, 2021
https://twitter.com/goblinranger/status/1468184585322184704
While there still could be hope for Dangerfield’s curve range as the brand hasn’t officially announced it will be gone forever, currently it isn’t looking good. Perhaps the online heat will change their minds.
