Boohoo criticised for #AllGirls campaign that's less than diverse

Boohoo’s latest campaign has been criticised for failing to show true diversity [Photo: Instagram/boohoo]
Boohoo’s latest campaign has been criticised for failing to show true diversity [Photo: Instagram/boohoo]

Online retailer Boohoo recently came under fire for charging a ‘fat tax’ for its plus-size clothing. So, it’s unsettling to see that the brand hasn’t listened to consumers when it comes to its latest campaign.

The #ALLGIRLS campaign is meant to send a message of “inclusivity and girl power.” Instead, it has delivered a message that shows only women of a certain size are deemed attractive and powerful.

Despite including several different races, Boohoo has severely failed when it comes to true diversity. Each of the models featured are of the same size with seemingly not one plus-size figure in sight.

People have pointed out that it’s a strange move considering Boohoo do have a ‘curve’ line specifically for larger women. Others have noted that there are also a lack of transgender and disabled models as well as ones of different ages.

“It’s sad that brands really do believe that is representative of all women,” one woman tweeted.

“You should call this #somegirls – certainly NOT inclusive,” said another critic.

Boohoo described the campaign as “a film for girls, made by girls with an all-female cast and crew of over 40 women from different walks of life.”

A spokesperson for the retailer pointed out that size 16 model Maria Sillandi does indeed feature in the film.

“At Boohoo, we pride ourselves on our inclusivity and our ability to provide great fashion for all shapes and sizes,” the brand told Yahoo Style UK. “The video you see today is the start of a story that will unfold over the next few months.

“The 13 girls that feature in the video released yesterday represent just a snap shot of over 100 girls we are working with on the campaign. Together they represent #ALLGIRLS. Watch this space.”

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