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

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 — 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.