Now, in a push to move beyond labels, Kmart is calling their line of plus-size fashions “Fabulously Sized.” This comes at a time when body-positivity and inclusivity is on the rise with fashion shows adding curvier models and celebs fighting back against body shaming.
In a report from Women’s Wear Daily, Kelly Cook, Kmart’s chief marketing officer said “This decision was heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity,” noting that Kmart has seen, “a big body positive focus in the teen and Millennial markets.”
To further their mission of creating a body positive atmosphere, Kmart will be reformatting the store to include the “fabulously sized” markers in all women’s apparel sections, as well as eliminating the plus-size labeling on swimwear and underwear. The department store is also making a commitment to offering a larger selection of sizes to be carried in-store.
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