Activewear brand Lorna Jane has dismissed suggestion that a promotional postcard issued in its stores is “body shaming”, by saying critics of the image are simply “looking to create drama”.
Fiona Sutherland, Non-Diet Dietitian and Co-Director of Body Positive Australia, came across the postcard shortly after Christmas while in one of the company’s retail outlets.
The cartoon image features two snowmen side by side; one labelled December is smiling and wearing a Lorna Jane tank top around its slim, triangular torso. The other – labelled January – has a sad expression, and (and presumably because) its body is round.
The caption above the picture reads, “It’s all fun and games until your jeans don’t fit.”
When she saw the postcard, Sutherland says she felt a mixture of frustration and sadness.
“This time of year is difficult for many people, and the [Lorna Jane] marketing team would be well aware of it. But instead of bolstering peoples sense of worth by reminding them that they don’t need to make up for ‘fun and games’, they chose the gaslighting route, which can lead people to feel like their body is at fault,” she told Mamamia.
The cartoon, she argues, sends a damaging message that there are ‘good’ bodies and ‘bad’ bodies, and that changes to them should only occur in a certain way.
“Bodies do change throughout life – particularly a woman’s body,” she said, “but the fear itself around that is hugely problematic for many people, perpetuating disordered eating behaviours and a life that revolves around controlling or fixing their body.”
Top Comments
Firstly, incorrect usage of the word 'gaslighting' (relates to implying one has a mental illness which is not appropriate in this context) and secondly totally sick of the term 'body shaming'. Everyone puts on weight over Christmas period and most people are not happy about it. The card is simply a light hearted take on that common phenomena. There's no ridicule, there's no photo of a size 6 fitness model and Its not Lorna Jane's fault that you are so insecure that you are offended by something that obscure. Further, in my opinion its not a bad thing reminding people that they need to get back on track after the excesses of the Christmas period given the obesity epidemic gripping first world countries.
Perfect reply.
Why are so many people determined to ignore the obvious truth...as a nation we are becoming fatter and less healthy. And the ‘body positive’ movement has a lot to do with this sad development. Being fat is not healthy. Yes, bodies come in different sizes and shapes naturally...but come on, for a woman any clothing over a size 18 indicates a serious weight problem that needs attention. Perhaps if every second shop didn’t have a ‘plus size’ section then more people would be forced to face up to the fact that they are simply overweight/obese and need to do something about it.