Efforts to make brands more inclusive often come under heavy scrutiny and can be as criticized as they are applauded. Sara Plotkin, VP of brand and creative at underwear seller Thinx, recently faced the challenge of how to thoughtfully market the brand’s efforts to make its line size-inclusive.
Plotkin came to Thinx, which sells period absorbent products, in February 2021. For the plus-size campaign, she began with the basics—focusing on making a line that was permanent, rather than limited-edition. She then surveyed plus-size consumers about what kind of message they wanted to see and also recruited a plus-size photographer and plus-size models.
The end result was “these photos that felt so joyful and happy,” said Plotkin, 31.