– It’s a little to make a fool of an entire customer group, to delete pictures that represent them on their Instagram. Put up a completely different ideal and completely phase out the sizes that represented the previous ideal, says fashion scientist Emily Dahl.
It was a follower on her Tiktok who noticed the change in Monki and asked her to comment on it all in a video.
– I dug into it a bit and what has mainly been a reaction is that people are sad and disappointed. They believed more about Monki, says Emily Dahl.
Strong reactions
In the comment field on the clothing brand’s Instagram post, the dissatisfaction is clearly visible. There are comments like “Where are all the plus sizes?”, “This rebranding is a big mistake” and “This is a big disappointment”.
Monki writes in an email to SVT that the decision is due to a lack of demand. The company also writes that it always stands for diversity, equality and inclusion as these are the values that underlie Monki.