Active women come in all sizes. We know this because we live it. Plus size women around the world hit the gym, complete races, become dancers, and master yoga. When internet trolls want to peg all health to skinniness, we strive to be the best and strongest version of ourselves – not just seeking the smallest size possible. Dia & Co. is no stranger to shaking things up in the fashion world and they are doing it once again by blazing a trail for curvy athletes.
“Fitness is the next frontier for size inclusivity,” said Nadia Boujarwah, CEO and Co-Founder of Dia&Co. “For too long, women who wear sizes 14+ have been portrayed in the fitness world only as a ‘before’ photo — suggesting that there’s a size limit on being active. Contrary to pervasive stereotypes, women of all sizes are leading vibrant, active lives, and we believe it’s time for the fitness space to reflect that.”
Now all of you curvy ladies who can’t wait for your next Dia box to arrive at your door can shop the new activewear section featuring the first retail partnership for Day/Won by Candice Huffine and the exclusive debut of EleVen by Venus Williams in plus sizes.
I know that fresh workout duds can make all the difference in feeling motivated and fabulous when hitting the pavement. It’s even better if you can try new trendy styles from the comfort of your own home and curated by your Dia stylist. The only aspects more impressive than the design of this performance gear are the women behind them.
“I’m excited to announce the partnership with EleVen by Venus exclusively with Dia&Co to bring plus sizes to the EleVen line for the very first time,” said tennis champion, designer, and entrepreneur Venus Williams. “I’m passionate about fitness, wellness, and an active lifestyle, and I’m super focused on making fitness inclusive for all.”
Model and Day/Won Founder Candice Huffine added: “Throughout my career, I’ve worked to highlight the importance of inclusivity — in fashion, fitness, and retail. I founded Day/Won to support women of all sizes in pursuing the activities that make them feel unstoppable, and I am proud to partner with Dia&Co to offer further support to a community that has been underserved for so long.”
Fierce women aren’t just behind the seams, but will be modelling the lines. Dia has chosen some of the well-known, fierce faces in plus world to roll out the ad campaign. The campaign features Team USA athlete Shelbi Vaughan, viral teenage dancer Lizzy Howell, entrepreneur and theCURVYcon co-founder CeCe Olisa, and editor, mom, and advocate Maddy Jones.
To learn more about the #FitToThrive campaign and Dia&Co Active, follow @diaandco on Facebook, Instagram, and Twitter.
Post by: Renee Cafaro