Mar 20, 2017 | By Carla Buzasi
Last week Nike launched their first plus size collection, Black & White. It’s a move that makes you wonder why such a collection isn’t already out there.
Happily though, Nike’s offering is here and fits up to a UK size 22, which means the athleisure look is now more accessible to girls and women. I’m more of a ‘sitting at home in my leggings’, and maybe dusting off my yoga mat if I feel like it kind of girl, but even from my mat/sofa, I have been aware of this gap in the market for a while.
High street fashion labels have been slowly closing the gap between plus size and smaller sizes over the years, and finally we are also seeing the menswear market integrating larger sizes into collections (see Asos’ new plus size menswear collection).
So it is about time a sports giant like Nike followed suit. And here they have, with a collection of tops, hoodies, tights and shorts in various colour ways.
Now Nike’s “YOU CAN DO IT” motto has branched out to a broader market, and I got the opportunity to talk to blogger Danielle Vanier who is one of the top influencers fronting the collection, alongside Gracie Francesca.
‘I take the effort into planning my style every day, why shouldn’t I do it with my work out gear’ Danielle points out the obvious to me from the start.
Her Instagram account currently with 81.5k followers, aims to empower and inspire you, and show you the beautiful clothes you can wear no matter what your shape or size.
Having brushed shoulders with, modelled or influenced the likes of New Look, Evans and Skorch Magazine as well as being nominated as Best Curve Influencer by InStyle for Project 13, Danielle’s foot is the kick up the butt Nike needed.
‘This is not about losing weight; this is about being healthy,’ she reveals.
Her and Gracie were approached by Nike asking to collaborate with them, as they are both currently the leading plus size bloggers.
‘It is great that Nike want to work with us and people who are bigger than the average as it is important that we get more bodies out there in the media that aren’t your standard beauty stereo type. It’s currently really hard to get work out gear for plus size women which is ridiculous. Media and diet culture want us to lose weight all the time, yet the current market does not provide for dressing these people in the aid of letting them get healthy.’
Most of the feedback has been positive, but of course there’s always a few people (trolls) who like to shout about something for the sake of it, saying that the campaign is glamourising obesity.
And to this Dani says it’s not.
‘It’s saying if you happen to be bigger, you can work out if you want too.’ The perfect comeback.
INCLUSIVITY IS KEY FOR GEN-Z
Teen Vogue covered the Nike collection in their March issue. Considered an important voice for Gen-Z girls, the fashion giant put it greatly saying people should stop fat-shaming:
‘Working out is not about losing weight, it’s about being healthy — these two things are not one in the same. Fat people can be perfectly healthy, but whether or not they are is none of your business. It’s between that person and their doctor — not the label in their clothes, and not a random internet commenter.’ – Brittney McNamara , Teen Vogue, 06/03/17
As Nike is a mass influencer in the active category, hopefully this will see more brands consider the plus size model and realise its potential as a profitable move.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.