Urban Outfitters campaign
photo: Instagram/Barbie Nox

Urban Outfitters launched a splashy new campaign this year, featuring an unusually diverse lineup of models, and the internet quickly fell in love. The only problem? One of the stars can't actually fit in the brand's clothing.

The campaign, inventively titled "The Class of 2017," features transgender model Hari Nef and plus-size model Barbie Ferreira. Urban Outfitters is billing them as "fresh new faces [who] are challenging the status quo." Allure lauded the diverse campaign as "empowering" and The Huffington Post called it "a major win for diversity."

But it seems Urban Outfitters isn't as all-inclusive as it purports to be.

UO size chart
photo: Urban Outfitters

The company stocks sizes up to a US size 12, or a 33-inch waist and 43-inch hips. Model Barbie Ferreira, meanwhile, rocks a 33.5-inch waist and 47.5-inch hips.

That's right: Urban Outfitters is using a plus-size superstar to market clothes that are almost five inches too small for her.

It's no surprise that Urban Outfitters wants to hop on the body-positive train.

The cutest bunch and I made a video for @teenvogue ☄✨????

A photo posted by barbie ferreira not nox (@barbienox) on

Competitor Aerie saw a 26% increase in sales after introducing its un-retouched "Aerie Real" campaign. Models like Ferreria, and fellow plus-size star Ashley Graham, are commanding increasing attention — and cover space â€” from typical straight-size models. Being body positive is trendy and profitable for retailers these days.

But the old adage applies: If you're going to talk the talk, you have to walk the walk. Given Urban Outfitters' poor track record on body image (who can forget the "Eat Less" shirts?), the company has a long way to go before it's considered body positive. 

Giving plus-size and trans models more representation is a great way for Urban Outfitters to start. But hiring women to promote your clothing, and then refusing to make that same product in their size? That's just bad taste.