UK online fashion retailer Revolve has been forced to withdraw a grey women’s sweatshirt that came emblazoned with “Being fat is not beautiful it’s an excuse” emblazoned across the front.
The garment was quickly called-out by body advocate, plus-sized model and founder of #SelfLoveBringsBeauty, Felicity Hayward. The campaigner tweeting: “What the hell is this?”
Social media users were also quick to deride Revolve’s decision to sell the offending product, while other pointed out the irony that it came in an XL size.
“This is some complete bullshit and all of these shirts need to be burned immediately,” wrote one. While another added: “They should not exist in the world at all. Ever.”
And removing the garment will come as a sting to Revolve’s bottom line, it reportedly retails for £162 ($A295).
The issue around brand’s “fat shaming” and celebrating plus-size models has been big news in the UK of late.
In late August, the UK edition of Cosmopolitan magazine released its latest cover featuring plus-sized American model Tess Holliday on its cover.
Right-wing TV presenter, Piers Morgan, called out the cover, for what he believed was a poor image for the magazine’s young readers.
Morgan writing to Instagram: “As Britain battles an ever-worsening obesity crisis, this is the new cover of Cosmo. Apparently we’re supposed to view it as a ‘huge step forward for body positivity.’ What a load of old baloney. This cover is just as dangerous & misguided as celebrating size zero models.”
Holliday responding to Morgan’s baiting: “To everyone saying I’m a burden to the British health care system, I’m American so you don’t have to worry about my fat ass. Worry about what horrible people you are by whining about how me being on the cover of a glossy magazine impacts your small minded life.”