Fashion brand Lovesick — a brand that caters to curvy young women looking for affordable on-trend fashion — may have only launched in April 2016 as a sister brand to plus-size retailer Torrid, but it has already helped to create a more inclusive and body positive space in the industry. Now, Lovesick is continuing to spread a brilliant message with its newest campaign, "Love Comes in All Shapes."
The campaign coincidences with Lovesick's expansion of its 10 to 26 size range to include a size 8. The goal is to "offer a wider audience of curvy girls the on-trend fashions they love."
In keeping with this inclusive message, the "Love Comes in All Shapes" ads features brand ambassador Jordyn Woods alongside other body positive models, including Barbie Ferreira, Lulu B., and Diana Veras. All four of the models range in sizes from 8 to 18. To further cement the positive message, the ad campaign also features the hashtag #ThisIsLove.
Kim Bajrech, Lovesick vice president and general merchandising manager said in the campaign's press release, "Our brand is evolving into an inclusive brand where size doesn’t matter; only fun, young, and cool fashion trends for girls is our focus."
She elaborates, "When we first launched last April, we noticed we were attracting smaller-sized customers who were shopping with their curvy girlfriends. We thought this was a great opportunity for us to break through traditional 'plus-size norms' and become that inclusive brand that offers a range of sizes on both ends of the spectrum."
While it is becoming more common for clothing brands to extend their ranges to include bigger sizes, it's great to see that Lovesick is doing the opposite, too.
Check out more images from the 'Love Comes in All Shapes' campaign:
Our Curvy & Confident content is fueled by Chicken Soup for the Soul: Curvy & Confident: 101 Stories about Loving Yourself and Your Body — a book filled with stories by those who embrace their body, no matter its shape or size.