Kmart has rebranded its “plus size” label as “fabulously sized,” in an effort to create a more body-positive atmosphere. It’s just the latest sign that the problematic term is no longer on trend.
In 2015 the online fashion retailer removed the “plus size” section from its website and grouped its XL and regular sizes together. “Plus is not a term that we love,” said co-founder Susan Gregg Koger.
The luxury lingerie brand Cosabella dropped the word plus in descriptions of its larger sizes and replaced it with extended when rolling out its new collection in 2015.
The New York digital boutique was known as Madison Plus Select before undertaking an official name change in May 2016. The company saw an initial boost after the rebrand but folded later that year.
This appears in the September 25, 2017 issue of TIME.
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