Plus-size online marketplace, Dia & Co, launched a new campaign encouraging their customers to … [+]
Dia & Co
Dia & Co has received over 500 submissions for a new campaign encouraging their community of plus-size customers to take the time to reintroduce themselves post-pandemic.
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“As we think about returning back into society after the worst pandemic in 100 years, I’ve been thinking about what a unique opportunity lies before us,” begins a moving open letter from Dia & Co CEO, Nadja Boujarwah, published last month. She writes about the importance of taking the time to reflect on the lessons and experiences that have transformed us over the last year of uncertainty, fear and for some – including Boujarwah – loss.
Boujarwah calls out the pop culture references to the “COVID-15,” saying, “The overwhelming drumbeat of diet culture and body shaming make it easy to believe that somehow at the end of this extraordinary experience we have failed. This is an absurd idea.”
Boujarwah continues, “As I think about how to navigate my re-acclimation to society, which could very much be a moment of deep anxiety, I am choosing a different approach. I have decided to use this moment not to measure or compare, but instead to honor the new me and reintroduce myself… Shifting from measurement to ownership of my own narrative is the greatest act of self-care I can engage in at this moment.”
The letter ends with a call to Dia & Co’s community of plus-size customers to set their own narratives and reintroduce themselves through videos. The company has posted many of the submissions and will continue to post them on Instagram throughout the summer.
