This brand’s attempt to be woke backfired with a horrific, fat-shaming sweatshirt

These days, most brands are trying to be more inclusive and body positive. From Dove's Real Beauty Campaign to Aerie's #AerieREAL campaign, companies everywhere are scrambling to appeal to women who aren't a size zero.

And while we can (and should!) criticize these brands for only pandering to the body positive movement in a shallow attempt at faux feminism, it's clear that this is a small step in the right direction.

Revolve and LPA, however, recently decided to shoot themselves in the foot by selling a sweatshirt that reads: "Being fat is not beautiful, it's an excuse."

People everywhere were aghast by this sweatshirt. "I've seen some pretty shoddy things, don't get me wrong, but this is particularly ridiculous," Rhammel O'Dwyer-Afflick tweeted. And, as many other people pointed out, this is exactly the kind of toxic and body-shaming bullshit that fat women have to deal with on a daily basis.

So who exactly thought it was a good idea to put this unapologetically body-shaming comment on a sweatshirt? It turns out that LPA, the maker of the sweatshirt, may have actually been trying to combat body-shaming rather than condone it.

As Fashionista pointed out, this particular sweatshirt features a quote that was reportedly said to Paloma Elsesser. If you really squint your eyes, you can see that "as said to Paloma" is printed in a tiny font underneath the massive quote. And this sweatshirt is part of a larger collection of clothing that features mean comments that have been said to celebrities — such as "horrible result of modern feminism" and "too boney to be boned."

But the intent doesn't really matter when the effect was…disastrously tone deaf and wildly offensive, to say the least. There's literally no excuse for how poorly this was designed and marketed. LPA's intended message was ENTIRELY lost by putting the "as said to Paloma" in such a miniscule font, and Revolve made things exponentially worse by displaying the sweatshirt on a super thin model.

The sweatshirt may have been intended to say, "Fuck the haters!" but it ended up actually saying, "Fuck fat people!"

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@nian_hu