Last September a dispute broke out on social media between ethical clothing brand Lucy & Yak and a group of influencers and writers. Among the charges levelled against the company was an accusation of fatphobia, with critics accusing it of ignoring its plus-size fanbase.
A PR disaster followed for the multimillion-pound business, which has cultivated an image of inclusivity and sustainability. This included a tearful video on social media by Lucy & Yak’s founders, Chris Renwick and Lucy Greenwood, and subsequent rebuttals labelling their behaviour disingenuous.
The pair took steps to address the issue, extending their range up to a size 32, among numerous other changes. When contacted, Lucy & Yak said it had found the experience positive overall, and that it had allowed the brand to reach out to more customers.