The clothing brand Shein recently got trolled on Twitter by a number of users for posting a picture of a model posing for plus size tights with a 10-litre water container inside the fit. The company received humongous criticism for this brand strategy which turned out to backfire on them.
It is usual for fashion brands to get into controversies since they generally do end up hurting some sentiment or the other with their marketing strategies - either for virality or just purely as a misstep. However, Shein, a fashion factory, broke all the norms when their brand strategy turned out to be a whole new wrong. A few days back, a Twitter user posted a screenshot about a model from the women’s clothing brand Shein. The model posed in a plus-size tight fit which had a water container inside it. The image grabbed the viewer's attention immediately and went viral on the internet bashing the clothing brand for body-shaming those in plus sizes.
The user posted the screenshot from Shein’s shopping app and captioned it as “SHEIN y’all couldn’t find y’all a plus size model??????? Wtf is THIS?”. The post received numerous comments and reactions with over 3.5 lakh likes and around 31,000 retweets. Some of the users commented in support of the post whereas other users stated that it is the company’s strategy and is up to them how they define a product. The post also had sarcastic comments which said that it was compulsory to carry the water dispenser in those tights.
The company’s point of view was to show how stretchable those plus-size tights are. However, the company’s strategy failed as they tried to indicate it in a derogatory way. The fashion brand was severely bashed and roasted by the netizens for portraying a clothing item for a plus-sized woman through such a strange example. Whether it was intentional or unintentional, portraying fits for any body type with such weird examples seemed inappropriate to most.
Body Shaming is widely popular in the fashion industry. And not showcasing body positivity has always resulted in a serious problem for the clothing industry. It is doubtful that they will learn from this backlash, but we only continue to wish.
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