From Dove’s long-running Real Beauty campaign to Candice Huffine, the plus-size model in Pirelli’s 2015 calendar, and Sports Illustrated’s 2016 Swimsuit edition featuring Ashley Graham on one of its three covers, one would think larger women were always popular in the media.
But Industry, Calif.-based Torrid has always celebrated plus-size models, and now it’s celebrating plus-size women.
“I think it’s great. Other retailers are doing it and it feels like it’s about time,” said Kate Horton, senior vice president and general merchandise manager of Torrid, which is launching a new denim ad campaign on July 25. “To me, it’s a little ironic that all of a sudden this is newsworthy.
“Most of America is [bigger than] size 12,” Horton added. “To have advertising reflect real women is really how it should be. Traditionally, advertising has gone toward aspirational. We think real women are aspirational. At the end of the day we’re a size range and want to make women look great.”
Torrid’s ad campaign features 11 real women of different shapes and sizes wearing the brand’s 11 fits and denim shirts, sizes 10 through 30. (The jeans come in 42 different washes.) The double-page ad carries the hashtag, #InMyJeans [Special Edition] “Starring These Hot Babes and More
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