LOOKBOOK ALERT: Fashion to Figure Launches Their “How We Do Denim” Campaign

For years, plus size women have been vocal about wanting to see more size diversity in fashion campaigns. With ASOS under fire recently for saying the term “plus size” is “whack” and Boohoo being criticized for using a size-12 model, sometimes we forget to celebrate those brands out there, trying to do better.


On the heels of Torrid’s recent plus positive #InMyJeans denim campaign, plus size fashion retailer Fashion to Figure has just launched their own size-diverse denim campaign, introducing their new jeans collection.


The “How We Do Denim” campaign features five women that the brand calls their “It Girls”: digital influencers Sarah Rae Vargas, Nicole Simone, Francis Dive, Essie Golden, and Denise Mercedes.

According to the retailer, their denim provides “superior stretch and flawless fit”. Michael Kaplan, Co-Founder and CEO of Fashion to Figure said in an official statement:

“At FTF, we believe fashion is a state of mind, not a size range. Our goal is to create great fitting fashion items at terrific value for the woman whose desire is to feel confident through amazing style. Denim is the fastest growing item in the plus market and it’s also a fall essential. So we’re very excited to come together with a group of women who are both FTF customers and influencers, personifying the FTF brand in a quintessential way. This campaign shows off how girls ‘in the know’ select and style denim. Fashion, fit, quality and price is a winning combination and we’ve definitely achieved that with this collection.

Essie Golden, plus model, personal style blogger and co-founder of #goldenconfidence, who is also currently on the cover of our latest issue, said:

“As a plus size woman with big thighs and a smaller stomach, I often have to size up in jeans so it fits my thighs, creating gaping in the back. With FTF denim I never have to worry about that. I buy my size and the fit is always perfect. It hugs every single curve. That’s so rare for me. Especially denim. I recommend FTF denim to everyone.”

Essie Golden

On August 12th, Fashion to Figure will announce the final styling challenge of its #MySummerSwag Instagram sweepstakes featuring the women from the “How We Do Denim” campaign.

The ‘Do Up Your Denim’ styling challenge will encourage followers to share how they ‘do up’ their FTF denim. A winner will receive a pair of each of FTF’s colored denim. The brand will also be hosting “Get Styled” events in-store this fall.


Denise Mercedes

Francis Dive

Nicole Simone

Sarah Rae Vargas

The new denim collection will be available in sizes 12 to 26. 

Follow Fashion to Figure on Instagram here.