With last year’s remarkable success at New York Fashion Week, Addition Elle and Ashley Graham Lingerie are back with a sexier-than-ever-runway and we are so excited to launch the show with the world-debut of our disruptive new campaign: F* THIS

“F* This is a rallying cry. It addresses the frustrations of plus size women and demands the right to full fashion access,” says Roslyn Griner, Addition Elle’s Vice President of Marketing and Visual Display. Our runway show will feature top plus-size models – from Ashley Graham to Candice Huffine, Iskra Lawrence, Barbie Ferreira, Tara Lynn, and Jordyn Woods to name a few.

Ashley Grhama F This

Supermodel, designer and body activist, the one and only Ashley Graham, will again grace the Addition Elle runway and present looks from her “Essentials” line as well as her Holiday 2016 “Seductive” collection. The anticipation and excitement surrounding Ashley and her designs is explosive and for the first time, fans can tune in live on Facebook to watch the supermodel strut down the catwalk.

F This girls

Along with lingerie, Addition Elle will present select pieces by plus size fashion influencer Nadia Aboulhosn. This marks the second collaboration between the brand and Nadia and promises statement-making, body confident clothes that reflect Nadia’s signature cool-girl style.

The Addition Elle and Ashley Graham Lingerie runway event will take place on Wednesday, September 14th at 3:00PM at Metropolitan West located at 639 West 46th Street. Look for a social media live stream of the show on Addition Elle’s Facebook channel for behind-the-scenes interviews with the models and front row access to the runway show!

Jen is the Online Content & Communications Manager at Addition Elle. With her passion for fashion and creative flair, she’s dedicated to bringing you all the latest trends. Her all-time favorite things include nail polish, celebrity gossip and the color pink. Jen’s current obsessions are destroyed jeans, anything cat-themed and red lipstick.


  • Reply August 29, 2016


    Hey Jen, please do more ‘Jen’s Closet’ segments – I’ve bought my favourite pieces based on seeing you show them. I’d love to see some new episodes for fall.

  • Reply August 31, 2016


    This “F* this” ad is very offensive!

    • Reply August 31, 2016


      I think it is very creative!!! I love the look. I wish I was 20 years younger.

    • Reply August 31, 2016


      I agree. Based on the reasoning for the expression (ie “F* This is a rallying cry. It addresses the frustrations of plus size women and demands the right to full fashion access”) a better option, in my opinion, would have been “Flip this,” or even “fashion democracy”

    • Reply September 1, 2016


      I think it is awesome! It says exactly what I feel when I go shopping and see the sea of racks that have “regular” size choices and then come across the one little rack of “plus size” that have all the same ugly box style blouses that don’t flatter anyone! Thank you for understanding and capturing the frustration of the situation!!!!!

    • Reply October 24, 2016

      Jordan Neudorf

      I agree! I’ve already filed a complaint with Canadian Advertising Standards. As a woman who shops Addition Elle, I don’t care to be told to “F* myself”. No matter what the intent is, it comes across as crass, vulgar and offensive.

  • Reply August 31, 2016

    Sandy Frank

    I was disappointed in the selection of dresses. Nothing was very classy. I do like the boho style, but even then, there was only one. Perhaps you need your buyers to expand on their taste for styles as there are a lot us, older and younger looking for choices.

  • Reply September 20, 2016


    Very offensive! Beautiful women do not need to degrade themselves with offensive wording!

  • Reply September 25, 2016

    Maria Robertson

    My six year old son saw your profanity laced ad and was very upset, as was I. Profanity is offensive. As a woman, I am also tired of having clothing marketed to me that will make me look like a sex worker. I am determined to never shop here or at any other store that may be owned by this company.

  • Reply September 26, 2016

    Tara Rhodes

    Why do women have to be portrayed as hustlers, both sexually as well as physically? Looking like they want to start a fight and knock teeth out while dressed in such an ugly way doesn’t give me reason to shop your store – rather avoid it. Since when did warmth, tenderness and modesty become a bad thing? Then you wrap the whole piece up in a nasty profanity laced tagline. What quality.

    • Reply September 27, 2016

      Bee Beam

      I agree totally. The F* ad, attitude, and campaign is getting a lot of attention but in a negative way. I can only respond with one action that can have an impact the Addition Elle marketers will understand. I will not shop there again even if I have to wear my old clothes forever. Fortunately that won’t be necessary as a number of smart, and classy, retailers have figured out that plus size women want an alternative (and there is so much online now too). P.S. – the sister store, Penningtons, is not it, as the profits go into the same pot. The F* now means, “forget” about both of these stores, or “fail”, or both.

  • Reply October 2, 2016


    I agree that these new ads do not attract the positive attention. I actually went out of my way to find a place I could leave a comment. I understand trying to attract a younger demographic but there has to be a better way.

    • Reply October 12, 2016


      F* This means Fuck This. Right? It does. So what are we fucking, exactly? Being fat? Because that’s what comes across. I’m not sure you’re delivering the message you want to be delivering or that you believe you’re delivering.

  • Reply October 2, 2016

    Ali Vand

    The focus of this ad is offensive to women and does damage to the progress women before us have fought so hard for! These women are beautiful and intelligent and they are being portraited as cheap like their value is wrapped up in how much flesh they are showing. Really? It that our idea of raising up strong, fierce, independent woman. So sad. I’m all for the message – fashion democracy but let’s start to do it with some semblance of respect for the female gender. I’m a sexy beautiful women because I have a brain, a heart and because I choose what’s right for me…. Society is being brainwashed again and again – let’s keep breaking the mould not keep redesigning it. How is this any different the Victoria’s Secret runway show? Women deserve better.

  • Reply October 3, 2016

    Colleen Taffe

    I am VERY offended at the F* you commercials. Very poor taste and making me rethink shopping at Additional Elle!

  • Reply October 6, 2016


    This ad popped up in the middle of a YouTube video I was watching and I was appalled and grateful that my grandson wasn’t watching with me! How disgusting to have an ad like that pop up in the middle of a perfectly family friendly video. I used to be a fan, but you’ve just lost a customer.

  • Reply October 8, 2016


    Classless advertising.

    Classless clothing line.

  • Reply October 17, 2016

    N Bifolchi

    Turned on the television and saw you Addition Elle commercial

    You have lost myself and many others clients at your various stores. All out boycott.

    Your media release..

    “F* This is a rallying cry. It addresses the frustrations of plus size women and demands the right to full fashion access,” says Roslyn Griner, Addition Elle’s Vice President of Marketing and Visual Display.

    WHY DIDN’T YOU MARKET “Full Fashion Access” and say that if that was your intent.
    Many are offended, and I was certainly embarrassed with family and other times company viewing this ad.
    Your marketing is poor.

  • Reply October 17, 2016


    I am horrified at your most recent ads which I need to shield my young sons from when it comes on the t.v. Not only is it inappropriate, it certainly does not express who I am as a plus-sized person. I most certainly will not be purchasing clothing from Addition Elle in the near future and hope that someone in your marketing department gets a clue. Women want to be empowered, but certainly do not need to do so with obscenity and sexual connotations. This is the opposite of empowerment!
    Take a page from the Dove campaign and figure out how to market empowerment properly.

  • Reply October 18, 2016


    Your “F” this and that commercial may ultimately stand for “fashion” but clearly it its intention is to take the viewer elsewhere to start.
    It is offensive. It is putting in a public space, a message that is acceptable to use this kind of language. Most at risk though, are children who could easily decide it’s ok to follow your example. Even if children don’t pick up on what is inferred, and simply parrot bits and pieces of your commercial, they will find themselves being reprimanded at school, and at home for repeating this new found phrase.
    Kids have enough of a challenge choosing the right paths, it’s poor judgement to use this language in your advertisement and demonstrates your company a poor role model.
    I found myself shaking my head is disbelief that this was the best that your advertising team could come up with, and I felt a responsibility to speak up.

  • Reply October 22, 2016

    Annie Brenner

    I agree 100%. Did you also receive a dismissive response to this complaint from the ‘team’ at Addition Elle? I knew I was not alone in my disgust and disbelief, but I am glad to see that others also took the opportunity to report their disappointment in this clothing store.

  • Reply October 22, 2016

    Annie Brenner

    How sad and how telling it is that Addition Elle is listing just 20 comments about this horrible ad! I’d like to see the hundreds of complaints people have taken the time to write in with… Perhaps when you saw all the complaints flooding into your inbox (not to mention the phone calls…I know I made one before sending my email), you simply decided to act on the same phrase you use in this disgusting ad campaign.

  • Reply October 24, 2016

    Angela Moore

    I too find the ad very offensive and made a point to find a place to comment. F*** maybe an everyday word these days but that doesn’t make it right or nice or appropriate for an ad.

  • Reply October 31, 2016


    I am also shocked and offended by your recent F* advertising campaign. I would not shop there for this reason alone. I am confident that your talented marketing team could come up with a much better ad. So disappointed 😕

  • Reply November 19, 2016


    I too am appalled at this ad. It is so offensive! Think you should fire head of advertising for letting this get through. It’s a big f* up.

  • Reply November 23, 2016


    Extremely inappropriate!I will not shop your products for this reason alone!

  • Reply December 29, 2016


    Am I the only one that’s completely disappointed with all these negative comments?

    I LOVE this ad!
    F* every company in fashion NOT making plus options.
    F all the times we’ve walked through store only to find plus clothes not even flattering to our grandmothers!
    F the way the fashion and beauty industries have made the plus size woman feel for the last century!

    Yay to addition elle for giving us options!
    Whether the customer wants something a little more modest or completely lately curve hugging they can’t find it here.
    That to me is a breath of fresh air and I stand behind your brand as well as this campaign.

    I sincerely hope that you don’t take the comments here too seriously because I work for you and the feedback we’ve gotten in store is amazing.

    Please keep paving the way. Keep body positivity in mind and give us current fashionable and sometimes sexy items. We are all of those that things!

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