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PrettyLittleThing has started showing clothes in two different sizes — and people think it's a game-changing step in the right direction

Susanna Heller
  • As a part of a new campaign, online retailer PrettyLittleThing has started showing the same garment on two different body types.
  • It is connected to a collaboration with Hailey Baldwin.
  • People love it.
  • It's not the first store to do so.

Online shopping can be a mixed bag. Thanks to vanity sizing and unreliable product photos, it's hard to know exactly what you'll get in the mail or how it will look on you.

But retailers are trying to make the shopping experience a lot more user-friendly.

The latest fashion giant to cater to shoppers is the online retailer PrettyLittleThing. As part of its new #EveryBODYinPLT campaign, the company is now showing products on more than one model at a time. The aim is to make the shopping experience more inclusive and accessible.

Take, for example, the Silver Glitter Strappy Cowl Neck Bodycon Dress ($US42), which is part of the brand's latest campaign with Hailey Baldwin.

According to the product description, the model on the left in the picture below is wearing a US size 2. It does not say what size the other model is wearing.

Silver dress

The retailer had two models who wear different sizes pose in several outfits from the glittery PrettyLittleThing Starring Hailey Baldwin collection - and people took notice.

Read more: People are pointing out a fundamental flaw in Kim Kardashian West's new 'body positive' fragrance campaign

Many feel this is a step in the right direction for the brand.

https://twitter.com/skyfordd/status/1059803220405641216?ref_src=twsrc^tfw

https://twitter.com/Zmoneymill/status/1060043619514662912?ref_src=twsrc^tfw

https://twitter.com/jaileybabyy/status/1059842606367195141?ref_src=twsrc^tfw

https://twitter.com/OliviaScott_Xxx/status/1060131088285229056?ref_src=twsrc^tfw
Some people think the brand could do more in terms of diversity, though.

https://twitter.com/SSESTINA/status/1060096882502971394?ref_src=twsrc^tfw

https://twitter.com/FranksElmer/status/1060070459377664000?ref_src=twsrc^tfw

https://twitter.com/watson_505/status/1060161551477497856?ref_src=twsrc^tfw
And while this is certainly a big step forward for PrettyLittleThing, it's important to note that they're not the only retailer to do this. Everlane, ASOS, and Madewell are among those that allow shoppers to see how articles of clothing look on models of different sizes.

The difference between Madewell and PrettyLittleThing is that on Madewell's website shoppers elect to see items on different models, whereas on PrettyLittleThing's the models are shown side by side.

Madewell skitch
Screen Shot 2018 11 07 at 2.14.15 PM

As the body-positivity movement continues to become more mainstream, there has been a call for both online and brick-and-mortar retailers to do better. This call intensified in September after Revolve and LPA controversially released fat-shaming sweatshirts in what was later revealed to be an attempt to reclaim comments from Instagram trolls.

A representative for PrettyLittleThing didn't immediately return INSIDER's request for comment.

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