Boohoo’s New #AllGirls Campaign Isn’t Really for ALL Girls
We love to see brands trying to serve as many different types of people as possible, and sometimes the attempts at inclusivity and diversity are major wins. Other times, they’re massive fails (we’re looking at you, Pepsi). Online retailer Boohoo recently launched a campaign aimed to break barriers, and the results just… missed the mark.
— boohoo.com (@boohoo) August 7, 2017
The ad campaign titled #allgirls was meant to inspire empowerment and diversity. “#AllGirls has dropped and it’s all about inclusivity and girl power, created by an ALL girl crew boohoo is for all girls #allgirls,” the brand tweeted on August 7.
The brand even utilized their large social following (about 1.5 million followers on Instagram) to source their models. Boohoo wanted to “represent an inclusive range of shapes, colors, trends, and personal style, because all girls — regardless of skin color, body type, background, etc. — deserve to see themselves represented and celebrated.” Everything seemed promising regarding the crowd-sourced campaign, that is, until it actually dropped.
Besides one size-16 woman, there aren’t a whole lot of extended sized models — and folks noticed. Many took to Twitter to express their anger over the lack of inclusivity over Boohoo’s campaign that claimed to represent #allgirls.
— amy eloise 🐾 (@amyeloisew) August 7, 2017
— Rochelle (@Roch1508) August 7, 2017
— Becky Barnes (@beckybarnesblog) August 7, 2017
— Louise McSharry (@louisemcsharry) August 7, 2017
Hire fat people, hire disabled people, hire trans people, hire black people, HIRE DIVERSE PEOPLE and avoid this bullshit #AllGirls
— She Might Be Loved (@GeorginaGrogan_) August 7, 2017
So you have to be thin to be part of this #allgirls crew then Boohoo?
WHERE ARE THE CURVES AT YO 🤷🏼♀️ https://t.co/xraXc4CFmK
— holly 🐱 (@thekittyluxe) August 7, 2017
— Rosie (@damzlinthisdres) August 7, 2017
It’s not the first time Boohoo has caught heat for their lack of size inclusivity. Last year, the clothing brand was embroiled in controversy for charging more for their plus-sized options. This was definitely a missed opportunity to right their past wrongs. *sigh*
What do you think of Boohoo’s not-so-diverse campaign? Tell us your reaction to the reveal @BritandCo!
(h/t Refinery29; photos via Boohoo)