Sigh. Amy Schumer has disappointed me yet again.
The actress announced that she will drop a new clothing line at Saks called “Le Cloud.” The problem? The clothes only go up to size 20.
Amy Schumer has built her brand on being a “bigger girl” (despite being straight-sized). She prides herself on challenging body standards in her comedy, her films, and when interviewed. When talking about the clothing line to WWD, she said,
“My instinct is to be authentic and to empower women of all ages and sizes to do the same. We are making beautiful, comfortable and wearable clothing that is accessible to real women. A Le Cloud customer will feel confident and powerful when wearing these pieces. We take our product seriously, but not ourselves.”
Now, perhaps a year ago, a clothing line that extends to size 20 would have been something to celebrate. But today, that’s become the standard. Basic brands like American Eagle and Madewell have all extended their sizes to 20 and XXL so when I look for a size-inclusive brand, I expect a lot more.
I understand that it’s nearly impossible for a small brand to offer all sizes. I realize that’s just not in the cards for a new company. So to include sizes from 00-28 like the behemoth ASOS would be unreasonable.
But I would much rather have seen Amy’s brand go from sizes 8-28 than from sizes 0-20. Adjusting the line by 8 sizes would have made a world of a difference. She still could have catered to straight-sized girls just like herself while also including a ton of women who are actually plus-sized and are always looking for cute, flattering clothes.
This is not the first time that Amy, who uses her body shape as a big part of her brand, has let me down when promoting body positivity. Not too long ago, she put out the film I Feel Pretty, in which she transforms from a frumpy, grumpy girl to an over-confident barbie doll and all it took was a bump on the head. Not only was the entire premise completely insulting, but the idea that this woman was such a loser because of her size 8 pants was completely out-of-touch with reality. (You can read my full critique here).
Amy seems to use body positivity as a marketing ploy when it’s convenient for her (which is often given her heterosexual white thin privilege). It’s upsetting to see Amy using an important movement for her own gains.
If Amy truly wanted to make a body-celebrating clothing line, she wouldn’t have gone for the standard sizing. We have some amazing #bopo role models right now — Jessamyn Stanley, Tess Holliday, Danielle Brooks, Ashley Graham — but Amy Schumer isn’t one of them. And if she keeps this up, she never will be.
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Photo: Getty Images