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Macy’s Taps TikTok Stars to Sell ‘Style Not Size’

Macy’s new capsule taps into the power of TikTok and body-positive fashion influencers.

The retailer’s private label brand, Jenni, dropped a collection created with Denise Mercedes and Maria Castellanos, TikTok and Instagram influencers known for modeling the same outfit on two different body types in their viral “Style Not Size” videos. The duo’s new loungewear capsule, dubbed Style Not Size by Jenni, brings their body-positive mission to the mainstream with an assortment of mix-and-match separates.

Available in sizes XS to XXL and plus sizes 1X to 3X, the collection of fuzzy knit tanks, long cardigans, drawstring pants, leggings, sweats, bodysuits and bralettes comes in pastels and neutrals with patterns ranging from marbled and heathered to ombre motifs.

“We are thrilled to collaborate with Denise and Maria and bring this exciting collection to Macy’s,” Durand Guion, vice president of Macy’s Fashion Office, said in a statement. “They have captured a highly engaged fan base across shapes and sizes who enthusiastically celebrate fashion and style inclusively.”

Priced at$34.50-$59.50, the line is available through Macy’s e-commerce site and retail stores. “We are so excited to launch a collection in Macy’s in collaboration with Jenni,” Mercedes and Castellanos said. “We have both worked so hard pushing inclusivity in fashion and to be able to work with such an iconic retailer is incredible.”

Fashion brands and retailers have recently increased their size-inclusive efforts to reach consumers who traditionally have been underserved by the industry—often looking to influencers for a helping hand.

New York-based womenswear brand Fashion to Figure, which serves shoppers who wear sizes 12-24, launched its FTFLAB influencer-led marketing program last spring. The platform gave plus-size creatives and tastemakers from Instagram and YouTube the chance to launch their own capsule collections through the brand. The company recently partnered with creative personality Patrick Starr on a sparkly collection whose name—Life’s a Party—sums of its sparkly point of view.

Macy's is leaning on TikTok stars Denise Mercedes and Maria Castellanos to promote its new size-inclusive line, Style Not Size by Jenni.

Influencers Denise Mercedes and Maria Castellanos model Style Not Size by Jenni.

Gap Inc. brands Old Navy and Athleta also made moves into extended sizes, each committing to offer most lines and styles in up to 4X. Activewear-focused Athleta kicked off its inclusivity campaign with a Times Square billboard featuring plus-size advocates, entrepreneurs and activists clad in Athleta leggings and sports bras. In August, American Eagle spotlighted new denim fits through ad campaigns featuring an array of bodies and personalities, with Gen Z social media juggernauts like TikTok-er Addison Rae and actress Madison Bailey at the forefront.

Rapper Cardi B dropped the third installment of her activewear line with Reebok in December, featuring pieces like sports bras, leggings and bodysuits in sizes 2XS to 4X. Upon launching her first collection with the sportswear brand in spring 2021, the chart-topper expressed the importance of creating a size-inclusive line as a service to her her fan base. The consummate collaborator has also teamed with apparel brand Fashion Nova and Steve Madden in recent years, taking to her Instagram account to flaunt her ensembles to 121 million followers.

While many brands pulled back on influencer-led marketing strategies during the pandemic due to budget constraints, an Influencer Intelligence report published in September revealed that social media remains a vital force for reaching shoppers. Traditional photo and video shoots have been intermittently impacted by Covid over the past two years, but web-based entrepreneurs have honed their ability to create compelling content from home. Shoppers have also spent more time on social media than ever before, turning to their smartphones and tablets to engage with friends and the outside world. According to the research, the influencer marketing industry more than doubled from 2019 to 2021, from $6.5 billion-to-$13.8 billion U.S. dollars.

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