It’s Impressive That Loft’s Response To Its Commercial’s Backlash Is So Incredibly Tone Deaf — thegloss.com

Towards the end of last year clothing store LOFT made a couple of videos with Lyle Friedman and Ashley Skidmore, the kickass team behind the web series #hotmessmoves. Remember that? The internet (me included) seems to love the  #hotmessmoves web series seeing as the series’ YouTube channel has over 21,000 subscribers. It didn’t, however, much appreciate #desperatemeasures, a video that Ashley and Lyle made in collaboration with LOFT. Like other women who viewed the clip, I felt like LOFT’s attempt at promoting body positivity by poking fun at a woman’s obsession with losing weight fell kind of flat.

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