Missguided faces backlash for using size eight models to advertise plus-size clothing

Disclaimer on retailer's website says: 'Please note: the picture shown is our size eight model'

Chelsea Ritschel
Tuesday 09 June 2020 20:10 BST
Missguided uses size eight modelsto advertise plus-size clothes (Missguided)
Missguided uses size eight modelsto advertise plus-size clothes (Missguided)

Missguided is facing criticism after customers noticed that plus-size clothing on the retailer’s website is being modelled by size eight models.

The concern was first raised on Twitter when customers questioned why plus-size clothes were modelled by non plus-size models and accused the brand of perpetuating damaging body ideals.

“@Missguided ‘plus size’ are you being serious??? And we wonder why so many people struggle with body dysmorphia and body image when places like Missguided say this is PLUS SIZE,” one person tweeted alongside photos of plus-size clothes featured on the website.

“Someone please explain to me what about these pictures is even remotely ‘plus size’ ????,” another person wrote. “This is what is causing damage to girls. No wonder most of us are obsessed with our weight.”

The original criticism grew after customers realised that Missguided had added a disclaimer on its website for some of its plus-size clothes explaining that “the picture shown is our mainline style”.

“Pease note: the picture shown is our mainline style, however this plus-size style comes in sizes UK size 16, EU size 44, US size 12 up to UK size 28, EU size 56, US size 24,” the disclaimer reads.

On other photos, the disclaimer reads: “Please note: The picture shown is our size eight model.”

In response to the disclaimer, many pointed out that plus-size models are used by brands so that customers can see what the clothes look like on similar bodies - and accused the retailer of being “lazy”.

“The whole point of a plus-size curve range is so plus size and curve people can see what it would look like on a body like theirs... @Missguided anything to say? It’s lazy,” one person wrote.

Someone else tweeted: “Erm @Missguided since when was that plus size??? Surely you’re supposed to show an actual plus-size model so I can see what it looks like on a larger lady??”

According to the brand, the reason it has used size eight models to advertise plus-size clothing has to do with coronavirus.

“Because of obvious circumstances, we've avoided booking additional models right now for ranges that have been extended from smaller sizes,” a spokesperson told the DailyMail. “'Right across our plus-size ranges online you can see plus size models - in this rare exception, we're transparent online about the model's size.”

Despite the explanation, one customer questioned why the brand didn’t just show all of the plus-size range without using a model, considering some of the retailer's clothes are shown this way.

“Not even the excuse of ‘we can’t get models in a pandemic so we use the straight sizes’ because there’s also pictures of the clothes with no models at all,” one person wrote.

The Independent has contacted Missguided for comment.

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