“If it doesn’t fit me, it doesn’t fit me”

fatphobia in plus size fashion.

Abstract

This article is part of both in progress and already concluded research by the authors. It aims at understanding the social and emotional aspects that result from the relationship between plus size fashion and fatphobia, by focusing mainly on the idea of fashion as an important component of social life that reinforces identities and touches upon issues of representation. In this sense, it is assumed that even when it is defined by an alleged idea of diversity, as in the case of plus size fashion, fashion for fat women still plays a role as a medium that further reinforces stereotypes in and around the standardization of bodies and maintains the ideal of accessibility that is inclusive to all women at a distance. We present the fallacies that support this taken for granted idea of diversity presented in the plus size fashion market, and used as a marketing strategy that co-opts the discourse of fat activism, but does not truly constitute either inclusion or significant structural changes in itself. We also bring about some examples of the role fat dissent plays in guiding the fashion industry, especially through online activism on social networks.