Some shoppers lauded the brand's effort, while others voiced concerns that promoting a higher body weight is unhealthy and dangerous.

Even plus-size models are Photoshopped into perfection. This mom is showing her followers what 'real' beauty looks like.

One sportswear chain has introduced different sized mannequins to demonstrate that it's not one size fits all. Sportchek Women at Chinook Mall showcases all body types and it was an intentional decision to reflect "realistic" body shapes.

The plus-size retailer says it was afraid the word would offend customers. Do you think the word "fat" is offensive? Vote in our poll.

Dozens of shoppers jammed Torrid's new location in Toronto Eaton Centre for the grand opening of its first store outside of the U.S. The company is also eyeing B.C., Calgary and Edmonton.

After a comment by a fellow Old Navy shopper made her cry, Rachel Taylor took to Facebook. Her selfie, and the message accompanying it, has since gone viral.

Tess Holliday is encouraging women to re-think how they see themselves with hashtag #EffYourBeautyStandards.