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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.