Hey curvy girls all over the world,
Just in time for those outdoor summer workouts, Dia &Co’s new fashion focus is activewear. This week, the subscription based service has created a three-point program designed to expose the toxic elements of fitness culture and make strides toward a positive, inclusive and representative fitness community.
CEO and Co Founder of Dia & Co, Nadia Boujarwah said, women who wear a size 14 and up have been “portrayed in the fitness world only as ‘a before’ suggesting that there’s a size limit on being active. Contrary to pervasive stereotypes, women of all sizes lead vibrant, active lives and we believe it’s time for the fitness space to reflect that.”
Dia’s initiative will include a huge selection of activewear featuring a variety of brands, most notably, Venus Williams brand EleVen and model Candice Huffine’s Day/Won. The Venus Williams collaboration is an exclusive plus size collection and Venus’s first time offering plus sizes with her brand.
Venus had this to say about her new partnership with Dia & Co, “I’m passionate about fitness, wellness and an active lifestyle, and I’m super focused on making fitness inclusive for all.”
In addition, the initiative includes a national campaign ad that features Madeline Jones of Plus Model Magazine, Cece Olisa Co Founder of the Curvy Con, Team USA athlete Shelbi Vaughn, and viral teenage dancer Lizzy Howell.
According to Dia, the campaign shows “A diverse and inclusive vision of what fit can look like.”
If that’s not enough, Dia is also launching community based wellnes initiatives led by plus size fitness expert Louise Green, author of Big Fit Girl.
This is an amazing initiative because so many people believe that plus size people don’t exercise or take their health seriously. You rarely ever see fitness ads with plus size women or men. This campaign definitely helps to take away the negative narrative around plus size women and health.
You can checkout more of the initiative and get your hands on some of the new activewear by visiting Dia&Co.