In 2017, nothing (but conservatism apparently) is allowed to be labeled as negative. If you want to steal other people’s money, you’re really just fighting for income equality. If you hate America, you’re a true patriot, standing up to a racist establishment. If you use violence to quell political opposition, you’re fighting fascism. And now apparently, if you’re clinically obese, you’re “fabulous”.
Kmart has announced that it’s rebranding “plus-sized” clothing as “fabulously sized” at stores across the country. According to The Washington Times, Kelly Cook, Kmart’s Chief Marketing Officer, said, “When we reached out to our members on social media, they told us we needed to have a better assortment and that we should call it something different”. She continued, “this decision was also heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity”.
It’s worth noting that “plus sized” language is itself the result of clothing providers moving away from more politically incorrect and offensive terminology like “hefty”.
Cook added, “They absolutely love this whole mantra of ‘Fabulously Sized’.” And I’m sure customers do. No one likes having to shop for their clothes in the fat section. But is normalizing and glamorizing obesity healthy?
There has been a growing movement in America condemning paper thin models (who subsist on a sprig of lettuce and one saltine cracker per day), and encouraging young people, women especially, to be comfortable with their bodies. And while there’s nothing wrong with teaching body positivity, there’s a happy medium to be reached.
Anorexia is very bad and very unhealthy. But so is obesity.
According to the Times, “Kmart’s new “I can” campaign, which launched Monday, features diverse women marketing the expansion of the company’s signature brands to larger sizes ranging from 1x to 5x”.
If you want to be overweight, be overweight… food is delicious. I’m sure there are many fat and happy Americans out there. It’s a free country; embrace it and love yourself for doing what makes you happy – just don’t try to redefine what’s beautiful, healthy and normal in order to justify your choices to yourself.