Fashion Brand criticised over ‘Discriminatory’ Job Advert

UK fashion brand Forever Unique posted a job advert, however, it was criticised for being “offensive” and “discriminatory”.


"Why would you specify a size?"

Manchester-based fashion brand Forever Unique has been criticised for posting an “offensive” and “discriminatory” job advert.

The fashion brand is owned by businesswoman and Real Housewives of Cheshire star Seema Malhotra.

The advert was posted on Forever Unique’s Instagram and it read:

“We’re hiring for a Full-Time Fit Model (Size 8)/Admin Assistant to join our Forever Unique family!

“In your role as Garment Fit Model and Admin assistant, tasks include:

  • Modelling, fitting and giving feedback on how our designs feel and how improvements can be made based on a size 8.
  • Liaising with our buying and design team on a continuous basis to ensure that specifications are maintained throughout the sealing process.
  • Working with our team to ensure garments are fit for purpose in terms of drape, ease of movement and other garment specifications.

“Please submit your CV and measurements to louise@foreveruniqueltd.com.”

Fashion Brand criticised over 'Discriminatory' Job Advert f

The advert attracted a lot of attention, however, many people felt the post was “discriminatory” and “offensive”.

One person commented: “Why would you specify a size? Size 8 isn’t even the average size for the UK!

“Submit your CV and measurements. Omg the post gets worse! Surprised at this post and yeah it’s offensive!”

Another wrote: “My mouth literally gaped open at this advertisement. Is it even legal?”

A third person said:

“So to be an admin assistant at Forever Unique you must be a size 8 and a female?”

Some people defended the fashion brand.

One person said: “People are so quick to jump to their own conclusions without reading the advert properly. They do all sizes of fit models but need a size 8.”

Another said: “Ffs this is an industry job. Stop being insulted.

“The advert is industry-specific. They’re not advertising a size 8 model.”

Following the backlash, Forever Unique said in a statement:

“Just to clear up any confusion in the comments, before our garments hit the site, we take them through a rigorous design process that takes the garment from a simple concept to a finished, well-fitted product.

“Please understand a fit model is a person we use to clarify the fit and drape of our designs on a person before manufacturing them to go on site.

“We grade and use fit models of all sizes but at the moment are currently looking for a size 8 fit model.”

A spokesperson for the brand said: “We deeply apologise for any offence caused by this post.

“The role of a fit model is to help clarify the fit and drape of our designs on a person before manufacturing them.

“They also ensure the cut and proportions of the garment are correct and assist our design team to identify any problems ahead of production.

“We grade and use fit models of all sizes but in this instance, we were looking for a size 8.

“We pride ourselves in using a wide and diverse range of models in all of our campaigns and on this particular occasion, the wording of our advertisement was wrong and a complete oversight from our side.

“Please be rest assured that we have taken all of the feedback on board and will be more sensitive and mindful going forward.

“Our customers are our number one priority and we appreciate their continued support.”



Dhiren is a journalism graduate with a passion for gaming, watching films and sports. He also enjoys cooking from time to time. His motto is to “Live life one day at a time.”




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