Pssst.... keeping your clothing size a secret is no longer in style. The U.K.-based Women's Equality Party, a self-described "collaborative force" made by and for women, is redefining what it really means to exhibit body positivity with their new call to action — and all you need is a clothing tag and an Instagram account to take part.
The hashtag campaign, appropriately titled #NoSizeFitsAll, is encouraging women all over the globe to face what has long been considered taboo and proudly share their clothing size on social media (reminding us all that, indeed, one size does not fit all).
The political organization, founded last year by author and journalist Catherine Mayer along with broadcaster and author Sandi Toksvig, cleverly launched the campaign in the midst of London Fashion Week in an attempt to overturn what they call "the trend of label shame."
"One in 5 women in the U.K. cut the label out of their clothes, with 70 percent stating they do so out of shame and embarrassment at their size," the party noted in their Instagram caption, featuring a photo of fashion designer Isatu Harrison.
"The #NoSizeFitsAll campaign seeks to overturn the presentation and idolization of uniform body types by the fashion industry."
Some women took the opportunity to share not just one label — but multiple — to highlight size inconsistencies. "I'm a size 10, 12 and 14," wrote one Instagram user. "What size are you?"
London Fashion Week may have come to a close, but in addition to the Women's Equality Party's social media effort, the group is continuing to crusade for the British Fashion Council to bring some major changes to future fashion weeks.
In a mission statement posted on its website, WEP asks that all designers participating in London Fashion Week show at least two different sample sizes, with one being a U.K. size 12 and above, which roughly translates to a size 8 or size10 in the United States (depending on what chart you're looking at). They also call for fashion publications to showcase at least one plus-size editorial spread in every issue, and for body image awareness to be made a mandatory facet of education in the British school system.
In the meantime, the party's cause has spread to Twitter as well, with women across the globe sharing their sizes, calling out the frustrations of size variation from store to store, and proving that there's no reason to be afraid of a number.