diannebondy

 

“Why plus size women shouldn’t do yoga.”

That’s how the Canadian plus size retailer Pennington’s new campaign video begins. But this isn’t some “aspirational” Lululemon bullshit. The brand’s #iwontcompromise campaign shows yoga teacher Dianne Bondy prove harmful stereotypes about plus size women wrong: “Plus size women have no balance.” “They sweat a lot and slip.” “They’re too heavy to lift themselves.”

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Shot-by-shot, pose-by-pose, with a knowing wink thrown at the camera, Bondy proves every single one of those statements wrong. It’s refreshing to see an athletic retailer promote confidence and health over weight loss — and we're glad to see Pennington’s feature a real-life yogi rather than a model.

Pennington’s writes, “As advocates for body diversity and size acceptance, we at Penningtons want to work with you to create a new convention: that beauty, strength, and confidence come in different sizes, shapes, and heights. #iwontcompromise is a movement that celebrates doing what we love, wearing what makes us feel good, and being who we are without compromise. No limits, no fears, no judgments, just pure enjoyment. When we hold ourselves back in fear of how we may be perceived, society misses out. Let them stare. Let them see what we can do. Let’s inspire them together.”

If only all athleticwear campaigns were like this. Lululemon, are you watching?

New Fall Issue d217c

Photo and video via Pennington's

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Erika W. Smith is BUST's digital editorial director. You can follow her on Twitter and Instagram @erikawynn and email her at erikawsmith@bust.com.

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