Kmart announced today that its plus-size sections will now be renamed and rebranded as "Fabulously Sized."
The big box retailer told WWD that the move is part of a larger effort to promote body positivity and inclusive fashion.
Kmart promised that a rollout of extended sizes in "all women's apparel brands," including swimwear and lingerie, will coincide with the new Fabulously Sized departments.
Said Kmart chief marketing officer Kelly Cook, "When we reached out to our members on social media, they told us we needed to have a better assortment and that we should we call it something different. They absolutely love this whole mantra of ‘Fabulously Sized.’"
More clothing options for the majority of women in this country who wear over a size 16 is music to our ears. More thought about the location and environment where bigger sizes are sold? That's an even sweeter tune still.
However... Fabulously Sized?
The whole point of the "drop the plus" movement is that the term creates separation and draws attention to the division between sizes in retail. Giving plus-size sections a cutesy, extravagant name like "Fabulously Sized" only magnifies the lines between us.
If all the women's apparel brands at Kmart are offered in every size, why not just put them in the same section? One of the worst parts of having separate sections for plus- and straight-size shoppers is that women can't shop together.