When Boohoo raved about their then-upcoming campaign, #AllGirls, it promised inclusivity, empowerment and all-round badassery. Fingers were crossed, hoping that this looming campaign meant that a fashion brand was finally going to get it, and truly represented all of the bodies that wear their clothes. Then, I guess as we should've expected, the campaign was released and was greeted with one unanimous sigh.
Having worked on high fashion campaigns that made me sick to my stomach with their lack of diversity, I guess I held hope. I honestly felt that, as a Boohoo customer, they could maybe just create something new. But no. Also I'm the kind of girl that experiences mild disappointment when McDonalds get my order wrong, so you can imagine how I felt when this badass display of diversity was everything but that. No fat women. No hijabi women. No visibly disabled women. Grooooan.
The wonderful world of social media had something to say about it though, and it wasn't long before the brand was inundated with complaints about the their blatant misunderstanding of the word inclusivity. Hoping the whole thing would blow over, their wonderful social media team began to delete comments in an attempt to hide the thick and fast backlash.
To add insult to injury, as the days passed, plus-size influencers were approached by the brand in order to get some fat bodies on their side. Not only had they not thought to reach out to them in the first place, Boohoo asked for features about the #AllGirls campaign which would then be entered into a cash prize draw. I'm not sure if they know that professional bloggers and influencers shouldn't be expected to do things without payment or some form of compensation for their time. (I'd love to know how much other straight-sized influencers were offered when they were asked to get involved before the campaign dropped.)
Danielle Vanier and Lottie Lamour were amongst the bloggers later approached by Boohoo, which, considering their audience sizes, is just a massive slap in the face. It also goes to show how little respect big brands have for marginalised bodies when they're merely an afterthought, even when they're promoting a supposedly inclusive campaign.
#AllGirls was an opportunity to prove that mainstream fashion retailers aren't damaged by different bodies being featured, however what #AllGirls became was a shitshow/parade of thin bodies waltzing around empty skate parks and wherever else Boohoo thought would look cool.
The video, which you can see above, was created by an all-female crew, and (obviously) featured an all-female cast, but when it comes to preaching inclusivity, Boohoo probably needs a reminder of what the actual definition is.
It's sad that brands are happy to take money from marginalised bodies but don't feel the need to properly represent them. Come on Boohoo, do better.