Is Revolve the Next Victoria's Secret?
Oh, Revolve. The retail powerhouse that I will never understand. Through what I can only imagine was years of continuous hard work and well implemented influencer strategies, Revolve has made it’s mark on the millenial generation and the online shopping world. The company has established itself as a contender, one that is not going away, one that has proven to be successful. However, they just can’t seem to understand that the world is not inhabited by women that are all a size 2. Revolve, when are you going to board the size inclusive train? It’s time.
After today’s whirlwind controversy over a $168 sweater claiming “Being Fat Is Not Beautiful, It’s An Excuse”, will Revolve learn it’s lesson, or become as obsolete as Victoria’s Secret is on its way to becoming?
Victoria’s Secret has been criticized for decades for not diversifying their models on the catwalk or in print. Now, Victoria’s Secret has been dealing with a decline in sales and store closures. With more women wanting to support brands that are inclusive of every body type, Victoria’s Secret still hasn’t received the memo. Over that past few years, Revolve has faced the same criticism for not selling clothes in sizes that actually fit women.
I’ve shopped at Revolve. Where I typically wear a size small in brands like Madewell, J. Crew, or Free People, I wear a large in almost anything sold at Revolve.
Revolve is notorious for throwing #RevolveAroundTheWorld Parties where every “it” model or blogger is in attendance, and that leave the rest of us green with envy. However, these parties have notoriously faced harsh criticism for not being size inclusive in the influencer world.
So what about today’s controversy? In collaboration with the label LPA, Revolve & five influential women (Lena Dunham, Emily Ratajkowski, Cara Delevingne, Suki Waterhouse and Paloma Elsesser) were creating a campaign to bring awareness to cyber bullying. They were realeasing a series of sweaters displaying the worst comments that have been said to these five women online. Twenty percent of the proceeds would be donated to the Girls Write Now organization.
It was Paloma Elsesser who received the comment that has everybody enraged, including Paloma. According to a Cosmopolitan UK article, Paloma was unaware that her quote would be used that way and has asked for it to be pulled.
Revolve has stated the the sweater was released a day early, without the campaign details to explain the launch.
The prematurely released images featured on Revolve.com [were] not only included without context of the overall campaign but regrettably featured one of the pieces on a model [whose] size was not reflective of the piece’s commentary on body positivity. We at Revolve sincerely apologize to all those involved ― particularly Lena, Emily, Cara, Suki and Paloma ― our loyal customers, and the community as a whole for this error.
Regardless of Revolve’s apology, if this isn’t the slap in the face that they have needed to open their eyes to size inclusivity, then I don’t know what is.
There was once a time when we all thought that Victoria’s Secret owned the underwear game, now they’re scrambling to stay relevant. If Revolve does not start including sizes bigger than XL and influencers of different body types, I fear they will slowly start facing the same fate.