Meghan Trainor Fronts Campaign to #OwnYourCurves

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Meghan Trainor in the Full Beauty Brands #Ownyourcurves campaign. Photo: Courtesy

By Aria Hughes

Meghan Trainor has landed another campaign.

The “All About That Bass” singer was recently named the face of Skechers, and now she will front plus-size retailer FullBeauty Brands #OwnYourCurves campaign, which launches tomorrow.

“They told me what they were doing and how they wanted to make women feel more confident,” said Trainor. “It was the same views I was having so I thought it was the perfect fit.”

Trainor will appear in the digital campaign, which will run on fashion and lifestyle websites through the end of the year, wearing looks from FullBeauty Brands’ private labels alongside a tagline that encourages women “To be a Full Beauty.”

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“We really wanted to celebrate how we perceive our consumer and demonstrate that we see full beauty as more than a shape and size. It’s a message that we want to send and how we want to empower the consumer to shop on our website,” saidStephanie Sobel, president of FullBeauty Brands.

The 22-year-old, who was on the cover of the retailer’s quarterly fall magazine, will also serve as a judge in a design contest FullBeauty Brands is holding with the Fashion Institute of Technology. FIT students have been tasked with designing five different looks for the full-figure woman. The winner will receive a cash prize and an internship with FullBeauty Brands, which is based in New York.

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Founded in 1901, FullBeauty Brands, which was formerly called OneStopPlus Group, was acquired by Webster Capital and Charlesbank Capital Partners in 2012. It was previously a subsidiary of Redcats, which was owned by Paris-based luxury and lifestyle group Kering. The direct-to-consumer retailer owns seven brands: Woman Within; Roaman’s; Jessica London; KingSize, a men’s brand; Brylane Home; and Swimsuits For All, which it acquired last year.

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The retailer changed its name to FullBeauty Brands in January.

“When we rebranded we felt like there was a shift around the perception of size and shape,” said Sobel. “Plus is an industry term, but we want to embrace a broader view of the millions of women that we serve.”

Following customer feedback, online retailer Modcloth has also dropped the word “plus” from its e-commerce site and is instead has an “extended sizes” sorting category.

“I like that people are wanting to get rid of the term ‘plus-size’ because it shouldn’t be that. That’s the genius thing about the name FullBeauty. It’s not just labeling bigger sizes and it doesn’t make you feel bigger or different. It makes you feel confident and sexy,” said Trainor.

Sobel told WWD that FullBeauty Brands, which recently relocated from its Midtown location to the Financial District, is in growth mode. The retailer is continuing to launch new brands and bringing on international ones, including Ellos, a Swedish plus-size brand.

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