My Size

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Dear My Size… NO.

Published August 2, 2012 by Fat Heffalump

**Update** My Size have blocked me from commenting on their Facebook page.  It seems that instead of addressing criticism about their marketing, they just shut any of their target audience that dares speak up out.  They will never get another penny of my money, and I will continue to  monitor their marketing and publicly criticise it if it continues to be as bad as it has been of late.

I just opened my Facebook to see this post from Australian plus-size clothing retailer My Size*:

[image description: cartoon of two children, a girl and a boy, and the boy is whispering in the girl’s ear “Dear Girls, Dressing immodestly is like rolling around in manure. Yes you’ll get attention, but mostly from pigs. Sincerely, Real Men.”]

And I’m gobsmacked.  I mean, who is writing their social media PR, Tony Abbott?  Rush Limbaugh?  This is beyond a joke.  Not only is the cartoon really douchey, but look at the comment from My Size under it:

Styles come and go but class stays forever!  Wen you’re putting your outfit together, make sure that you feel comfortable, not too much is on show and that everything fits well.

I mean seriously!  Let’s break this down and have a look at exactly why this whole post is just disgusting  We’ll start with the cartoon itself.

  1. My Size sells plus-size women’s clothing.  “Dear Girls” is incredibly infantilising.  Your customers are not girls who need instruction on how to behave.  We are women.
  2. Dressing immodestly?  Who chooses what is modest and what is immodest?  I work with people who consider pants “immodest”.  Some people consider women exposing their hair “immodest”.  “Modesty” is a completely arbitrary measure.
  3. This is slut shaming.  It basically says that girls should be “modest” if they want to be treated with respect.  That the only attention “immodest” girls (which suggests women who are sexual, or show any of their flesh) is from “pigs”.
  4. So dressing “immodestly” is like rolling around in manure.  Are you suggesting that women who don’t dress to some standard of “modesty” look like shit My Size?
  5. And the signature – “Sincerely, Real Men”.  Who gets to decide which men are “real”?  What if men like women who dress sexy?  Does that mean they are by default pigs?
  6. I don’t know about most of you, but I don’t get up in the morning and decide what to wear based on how “Real Men” (whatever that is) will judge my outfit.  I dress for ME and how men, real or otherwise, feel about my outfit is irrelevant.

But the caption written by the My Size staffer is a whole new level of judgemental bullshit.

  1. The whole style vs class thing.   Again, who decides what is stylish and what is classy?  Does classy mean expensive?  Or “modest”?  Yet another arbitrary judgement of what is acceptable and what isn’t.
  2. “Make sure you feel comfortable and that everything fits well” – yep, I’m with you there.  Comfort and clothes that fit you so that you are comfortable and not pulling, tugging and adjusting is a great idea.
  3. But “not too much is on show”.  Excuse me, are you selling me clothes My Size or are you caring for my immortal soul?  Who gets to decide what is “too much”.  Is my cleavage, or my legs, or my arms, or whatever other flesh I choose to show “too offensive” because I’m fat or just because I’m a woman?    What happens if I show “too much”?  Oh that’s right, I look like shit and only get attention from pigs.

Look, I don’t care how people choose to dress.  Covered from neck to ankle, or with their flesh exposed all over the place, that’s their choice, their bodies and their lives.  But I do care when a business that is supposed to be selling me fashionable plus-sized clothing for my fat body starts preaching about modesty, “real men” and class.  It’s not your job My Size to tell women how to dress, it’s your job to provide options to your customers,  so that they may choose for themselves how they wish to dress.  But if you as a business are not a fan of revealing clothes, then simply don’t offer them in your product lines – those who want something more sexy or revealing will go elsewhere, or they’ll doctor your products (wear a top as a dress anyone?)  After all, what products you wish to offer are yours to decide, and in turn any customers/potential customers will make their own choice as to whether or not they wish to spend their money with you.

I also care when a business engages in misogyny, fat shaming and slut shaming.  I care when a business suggests that my role is to dress to please “real men”, or to earn respect from people other than “pigs”.  I care when a business suggests that somehow if a woman is “immodest” that she isn’t “classy”.  I care when a business suggests that my body should be covered as if it is something to be ashamed of.

This kind of post is not acceptable on social media (or anywhere else) from a business, especially not one aimed at plus-sized women.  Bad form My Size, very bad form.  You won’t be getting any of my money in the near future.

*not linking to them, you can use your Google Fu to find them, right now I don’t want to promote them positively in any way.  And as of publication, the image I took a screen shot of and posted above is still live, with several people echoing my sentiments at how douchey the post is.