Torrid's #TheseCurves Campaign Is Pretty Epic

Plus size retailer Torrid turned the spotlight on women who aren't models for its latest campaign, #TheseCurves, which throughout 2017 will feature diverse women of different shapes and sizes, according to a press release from the brand.

Torrid released the first installment of #TheseCurves on Jan. 26 after sourcing models from its pool of devoted customers through an Instagram sweepstakes. The retailer also tapped some plus size fashion bloggers, including Nicole Simone, Anna O’Brien, Natalie Hage, and Liz Black.

The installment went live on Jan. 26, and features pieces from Torrid's newest intimates collection.

“Launching this hashtag with our intimates campaign [...] felt right because finding the right bras and panties for a plus size woman has its challenges. Oftentimes, plus size women have been left with bland options,” Liz Muñoz, senior vice president of design at Torrid, said in a press release. “Here at Torrid, we take intimates very seriously and feel that the plus size woman should never have to compromise fit and style. She should have sexy options, just like straight size women.”

Including not only women who aren't models, but women who are Torrid customers was intrinsic and necessary for #TheseCurves, according to Kate Horton, senior vice president and general merchandise manager for Torrid.

"We wanted to turn the camera on our girl because we genuinely appreciate our customer. She's the reason we’re here,” she said. "We’re launching #TheseCurves to show diversity and to empower women to feel bold and sexy."

Torrid has tapped nonmodels before, from its 2016 and 2017 "Face Of" model searches to its fall denim campaign #InMyJeans, which showcased a group of 11 Torrid customers, Torrid employees, plus size bloggers, and Orange Is the New Black actress Adrienne C. Moore.

The bloggers who participated in #TheseCurves had fantastic things to say about their part in the campaign.

"I am excited to be part of a campaign that celebrates the bodies many of us grew up being taught to hate," O'Brien said. "#TheseCurves encourages women to love and find joy in their bodies — no matter their shape."

Simone said, "I think the #TheseCurves campaign is an amazing step forward in normalizing all body types and makes EVERY woman feel like a model. I'm honored to be part of it."

"#TheseCurves house all the most wonderful parts of me," said Hage. "I have a heart of gold, a headstrong brain, a compassionate soul and an infallible will to be my truest self. #TheseCurves can acheive anything I put my mind to and to top it off, I feel confident and sexy as I moved through the world."

Black explained, "For too long, I've had to settle for basic bras and plain panties — my body deserves better than the blandness typically offered to plus size women. #TheseCurves are beautiful and deserve to be decked out in equally beautiful lingerie."

In an email to Bustle, a Torrid rep said Torrid is likely to use nonmodels in the future.

Torrid will be using the #TheseCurves hashtag throughout 2017 on its website and social channels, so stay tuned for more installments featuring diverse everyday women showing off some truly rad plus size clothes.