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Pring, too, stands by brands that are committed to being more inclusive: "If it's not a diverse company, then I have no interest in trying your products, especially as a woman of color-I need to know I'm going to have options."ĭiverse, yes, but brands have to be authentic about it too, which begins with casting-as in, casting more than one plus model in a campaign. Looked like me in campaigns, everything would have been different.” "I grew up with shame surrounding my body. It’s just so important to validate people in all their forms, for people to see a reflection of our world." It’s a really big turnoff for me-to see brands using their platforms to reinforce the old idea of beauty that’s only aligned with being light-skinned and having Western features, especially in our political climate. “I’ve also stopped shopping from brands that aren’t inclusive in their messaging. “I want to support brands who are being more inclusive-we have an opportunity as consumers to vote with our wallets,” Mason says. That means, for the first time, consumers hold all the power, from dictating what products they want to see to who they want represented. Diversity is a part of the fabric of our country, and I can only think it has to be good for businesses to reflect that.” And the brands that aren’t? “They’re getting backlash for it,” says Sammy Scharg, assistant manager for public relations at Julep. For Wet ‘n’ Wild, Wang claims there are too many variables to determine whether casting Garcia directly impacted sales, but “we’re having our strongest year ever-we’re up almost 14 percent in sales year to date, so we’re one of the fastest growing brands in the category. Fenty Beauty is one shining example of just that-its foundation shades (specifically the medium-to-darker shades) are continuing to sell out in Sephora stores and online. Those that are being more inclusive are reaping the rewards, both in consumer feedback and in sales. And brands are finally- finally-using that feedback to rethink antiquated marketing strategies. Like with fashion campaigns, it’s a way for people to voice their concerns and be heard. Social media, as you probably suspected, has been a reckoning force in pushing the issue along. And the brands that are brave enough to do it are getting the acknowledgement and positive responses on social media.” What if you do it and no one responds? It’s happening now because there’s been a buildup in demand from consumers who don’t want to see something unattainable or unrelatable. Unrelatable." - Evelyn Wang, senior VP of Wet ‘n’ Wildįrom the business side, Wang offers an explanation as to why the industry’s been so slow on the uptake: “It’s the fear of doing something differently. "It’s happening now because there’s been a buildup in demand fromĬonsumers who don’t want to see something unattainable or It’s cool to see because they don’t have to do it-their business isn’t dependent on size-so it speaks a lot to how much things are changing.” “In the past I would submit my girls for consideration because of the simple fact that they’re beautiful, but now I’m getting casting notices from Sephora and Ulta specifically asking for plus. "Casting non-straight-size models-as in any model over a size 0, 2, or 4-for beauty campaigns is something we started to see come through only in the last six months,” says Amanda Brennan, a model agent at boutique curve agency Natural Model Management. But a plus-size model in a beauty campaign? That’s a development so recent it’s overhauled the industry in a very short amount of time. A plus-size model in a non-plus-size fashion campaign, a little less so (though, thanks to the recent movement propelled by mass-market brands and select designers, that may become the norm sooner than we think). A plus-size model starring in a plus-size fashion campaign is to be expected.