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Share Your Thoughts – Designer Replaces Size Labels with Colours & Shapes to Help Reduce Trauma for Plus-Size Shoppers



Hayley Joy Weinberg - BellaNaija - August 2015Size tags are a way to figure our which items in a fashion retail store is yours. But in South Africa, fashion designer – Hayley Joy Weinberg – has decided to change this size code and is using shapes and colours instead. Her reason? To remove or lessen the trauma plus-size women experience when shopping for clothes.

Hayley first came up with the idea when she received a number of phone calls from women whose husbands, brothers, sisters, children etc would go to collect clothes on behalf of them, and would be unsettled by the clothes tags. They then asked for the tags to be cut out.

She further explained that “I allocated colours to the various sizes, and it felt so good to say you are a yellow, or a pink, or a green. And then one morning at 03:00, which is when my brain tends to decide to have its real moments, I woke with absolute clarity; I need to have coloured labels with shapes. This would then mean that clients, instead of referring to their size as a 2XL, would become a pink heart as reestablished. It made perfect sense to me, a plus-size woman, and would now make sense to my clients.

The media has called this a bold move for the designer on the African fashion frontier and internationally. However, we have to ask – do you think it will help reduce the tension plus-size women or men feel when shopping for clothes?

Share Your Thoughts.

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Jennifer is the Beauty Editor & Style Representative of Get in touch - Send an email to: beauty(at) or style(at) | Follow us on Instagram: @bellanaijabeauty OR @bellanaijastyle | Follow us on Twitter: @bellanaijastyle


  1. Gbemi

    August 25, 2015 at 4:34 am

    Would it make the clothe or the wearer slimmer … Well it’s innovative and good way to make your business stand out … Now everybody is talking about the designer it’s good PR and business strategy

  2. free

    August 25, 2015 at 4:39 am


  3. Neverland

    August 25, 2015 at 7:56 am

    How nice…we need more of this.The fashion industry is quite mean to d plus-sized people.

  4. Ano

    August 25, 2015 at 8:55 am

    This would take getting used to sha and when you finally get used to it, it would still be the same thing, XL is XL. If people want to smirk at you, its their business, you just wear your XL in the most fabulous way, wetin sef?

  5. Ano

    August 25, 2015 at 8:56 am

    This is simply playing mind games with plus size women, to get your business in the news *deep sigh*

  6. kach

    August 25, 2015 at 9:58 am

    I see this as a mind game actually….

  7. Tiki

    August 25, 2015 at 11:17 am

    As a plus-size and yet increasingly health-conscious young African female, I don’t like this idea.

    Being plus-size(and by that I mean in a way that endangers one’s health) can truly be due to reasons out of your control, but mostly it just stems from laziness/lack of willpower. ‘Hiding the truth’ of their sizes from plus-size women does not help them in any way – in my opinion, it enables them. While it is important to avoid discrimination of the basis of size, it is also important that plus-size people learn to love the bodies they do have, and not be lulled into a false sense of security because they are shielded from reality.

    As a PR stunt this is brilliant, but let’s face facts – this is more likely to harm than help the plus-size person who needs all the encouragement (or tough love) they can get to become healthy.

  8. Que

    August 25, 2015 at 12:24 pm

    Great marketing strategy for the business

    Poor living strategy for the individual.

  9. purplegirl

    August 25, 2015 at 12:30 pm

    This is just patronizing. Xl is XL. Colour code it, put flowers and chocolate on it or even perfume, its still XL. If someone is to embarrassed to go and buy clothes simply because of the size’s label then the person should be strutting their fabulous self naked on the streets.

    Better yet everyone start making your own clothes so that a company doesn’t call you out on your size.

  10. digs and skims

    August 26, 2015 at 3:46 pm

    I think it’s all in the mind…no matter what anyone says or does, if you don’t choose to embrace your body or work towards making it better, nothing changes. So when this strategy becomes widely accepted, isn’t it bringing it back to square one? Pink heart becomes the new XXL…Good strategy but I really don’t think it changes much or anything.

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