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Fashioning FatInside Plus-Size Modeling$
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Amanda M. Czerniawski

Print publication date: 2015

Print ISBN-13: 9780814770399

Published to NYU Press Scholarship Online: September 2016

DOI: 10.18574/nyu/9780814770399.001.0001

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Selling the Fat Body

Selling the Fat Body

(p.129) 6 Selling the Fat Body
Fashioning Fat

Amanda M. Czerniawski

NYU Press

This chapter looks into the creation of fantasy through the images used in retail marketing campaigns. A reluctance and resistance to accept the plus-size niche plagues the retail clothing market. Designers with “skinny vision” fear an association with plus size and, accordingly, limit their size offerings; however, an increasing crop of retail clothing brands recognize the purchasing power of this underserved population. How do these designers contend with a growing segment of consumers who do not fit the standard mold, whose bodies come in a variety of shapes? Beyond matters of size, consumers demand proper fit and on-trend styles that flatter the curves of a larger body instead of hide them. The frustration over the paucity of clothing options is moving more fat women to enter the field as designers. This provides the unique case where the plus-size design niche is a market molded for and by its own. These designers aim to challenge hegemonic beauty standards and expose the fat body.

Keywords:   hegemonic beauty standards, skinny vision, retail clothing market, marketing campaigns

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