This New Activewear Campaign For Curvy Women Is So Powerful—Just Watch What The Models Do
Each woman in the campaign embodies strength while rocking the gorgeous new styles.
Dia & Co., a plus size subscription box service known for its beautiful selection of everyday apparel, is breaking down stereotypes one pair of yoga pants at a time. Earlier this week, the online styling group launched its first-ever line of activewear for women sizes 14 and up, tapping blogger CeCe Olisa, magazine editor Maddy Jones, teen viral dancing sensation Lizzy Howell, and Team USA athlete Shelbi Vaughan to create a more inclusive vision of what "fit” looks like.
In the video for the #FitToThrive campaign, each woman embodies strength while rocking the gorgeous new styles—whether she’s sporting a standout compression bra to throw a discus or perfecting her pirouette in a pair of vibrant control-top leggings. All the looks are from the hundreds of activewear brands now offered through the website, including the first retail partnership with Day/Won by model Candice Huffine and the debut plus size offerings from EleVen by Venus Williams.
“For too long, fuller-figured women have been portrayed in the fitness world only as a ‘before’ photo—suggesting that there’s a size limit on being active,” Nadia Boujarwah, CEO and Co-Founder of Dia & Co., said in a statement. “Contrary to pervasive stereotypes, women of all sizes are leading vibrant, active lives, and we believe it’s time for the fitness space to reflect that.”
As part of their campaign, Dia & Co. will also introduce interactive digital content led by Big Fit Girl author Louise Green, as well as a series of active events hosted by brand ambassadors for women in the community—the first of which will launch June 4. Until then, get a glimpse of the line in the video below, and head to dia.com to shop the stunning styles.