Dia&Co's Road Tripping Ad Sheds Fashion Stereotypes One Box at a Time

Women have been told by the fashion industry that they need to be a certain size or shape to achieve unrealistic definitions of "beauty". The latest ads for Dia&Co, developed by Brooklyn-based agency Quirk Creative, break down the fashion stereotypes one box at a time.

“Road Couturier” features a group of seemingly unrelated women taking a road trip (in a Dia&Co lilac jeep), transforming their styles and lives along the way with the help of Dia&Co -- the only subscription apparel service dedicated to meeting the plus size community’s full range of style needs. The spot was inspired by real-life customers in the Dia&Co community, who connected on the company’s Facebook group and planned a vacation together -- demonstrating Dia&Co's deep community of connected women, linked together by the plus size experience. The commercial has even garnered attention online from plus-size celebs including Tess Holliday, Lauren Chan and Sophiee Turner.

“70% of women in the United States wear a size 14 or above. This is a community that deserves to be come together, lift each other up, and be celebrated," says Kristin Covi, head of marketing. "We wanted to highlight the community of beautifully diverse and like-minded women who share the transformative Dia&Co experience." The spot features a diverse group of women, and, just like the Dia&Co curated boxes, “Road to Couturier” highlights individuality and inclusivity.