How could a sweatshirt with a negative quote on it ever be a good idea. Think of all the ways it could be misconstrued. And if you don’t believe me, then just ask Revolve.com. On Wednesday the online retailer was slammed over a collection of LPA x Revolve sweatshirts that did just that.
The collaboration with fashion label LPA was intended to highlight some of the slews and abusive comments that five celebrities, including Lena Dunham and Emily Ratajakowski had been exposed to over the years. The result was a badly managed campaign that did not reflect these intentions.
Instead the slogan sweatshirts, stating “Being fat isn’t beautiful, it’s an excuse” and “Too bony to be boned” stunned the fashion community for their inappropriateness and lack of strategic thinking. In fairness, each quote ended with the name of the person that had received the insult, but let’s just say it was in fine print and easily missed.
To add insult to injury, the doomed sweatshirt line was modeled on size 2 women, making the fat-shaming quotes that much worse.
Revolve.com issued a statement apologizing for the error in judgement.