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By Rhiannon McGregor 29 : 09 : 2016 Refinery29 : The 67% Project : Post-body Mindset

New York – Refinery29 is altering its visual identity for a week to reflect the 67% of plus-size American women.

Actress Danielle Brooks was guest creative director on the project
The 67% project includes women size 14 to 34

The 67% Project by Refinery 29, New York

The 67% Project by Refinery29, US. Photography by Lorenna Gomez-Sanchez

The digital platform is highlighting the visual under-representation that plus-size women suffer both in the media and in fashion by altering the editorial content across all of its channels, including social media and video content.

Refinery29 is pledging to tackle the negativity that is often associated with images of plus-size women, who are subjected to labels such as ‘lazy’ and ‘sloppy’. The initiative is a springboard for a wider campaign to change attitudes towards models who are size 14 and above by promoting the inclusion of plus-sized models within our mainstream visual vocabulary.

‘This campaign is not about creating a stand-alone moment or a separate content strategy for plus-size women exclusively. It’s about eliminating the walls that separate women or make them feel excluded,’ says Christene Barberich, global editor-in-chief and co-founder of Refinery29.