Popular department store slammed for 'fat-shaming' plates

American department megastore Macy’s has apologised after being accused of “promoting fat-shaming and food guilt” with its dinnerware set that appeared to guilt people into eating less to fit into smaller jeans.

In a picture shared to social media, the plates are marked into three segments, with smallest portion labeled “skinny jeans,” the next “favourite jeans” and the largest called “mom jeans.”

US Podcast host Alie Ward tweeted the picture, prompting backlash from hundreds of people calling Macy’s out for the design, which they said propagates the idea that people must eat less to be “skinny”.

Many responded to her post claiming the retail chain was insensitive about “eating disorders” and “body issues,” and called for the plates to be removed immediately.

Body positivity activist Jameela Jamil joined in the conversation, tweeting: “F*** these plates. “F*** these plates to hell Macy’s.”

One person wrote that the illustration on the plate wasn’t indicative of anything other than “body shaming”.

Their tweet describes how the small portions wouldn’t be able to fit a healthy amount of food — or even “hold like two chicken nuggets”.

The plates were made by a brand called Pourtions and were only being sold at one location.

Pourtions’ president Mary Cassidy told HuffPost the plates were “meant to be a lighthearted take on the important issue of portion control.” She apologised if they were “hurtful to anyone.”

“Pourtions is intended to support healthy eating and drinking,” Ms Cassidy said.

“Everyone who has appreciated Pourtions knows that it can be tough sometimes to be as mindful and moderate in our eating and drinking as we’d like, but that a gentle reminder can make a difference.”

‘We missed the mark’: Macy’s pulls ‘body shaming’ plate

In response to the backlash the plate design faced, Macy’s commented on Ms Ward’s tweet, assuring her that the product will be removed from all Macy’s locations.

In an additional statement to Yahoo Lifestyle, a spokesperson for Macy’s confirmed the store has “quickly removed the plates”, which were only sold at the in-store concept shop at the retailer’s flagship store in Manhattan’s Herald Square, New York.

The furore comes days after a Queensland gym was accused of bulling for its ‘fat-shaming’ billboard which read: “Are you fat and ugly? Just be ugly”.

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