A dispute between online content creators has ignited over the name of the Australian plus-size fashion brand Fayt. The controversy began when TikToker Tarz filmed the brand's storefront and questioned the name, which she appeared to misinterpret as "Fat."
Tarz's initial video, shared late last month, suggested that a plus-size clothing store being named "Fat" was unacceptable. The video was quickly deleted after facing significant backlash online, but not before being widely circulated.
In a subsequent video, Tarz claimed the original post was intended as a joke and a tactic to gain engagement. She also posted, "Fat fayt fate faty. I thought it was funny only fatties taking offence."
Brittney Saunders, the founder of Fayt, who previously gained popularity as a YouTuber, responded to the criticism with a lengthy video defending her brand and its inclusive mission. Saunders explained that Fayt, pronounced "fate," has been operating for nearly nine years and aims to provide a welcoming shopping environment for women of all sizes, offering sizes AU 6 to 26.
Saunders stated that the brand was founded to counter the segregation often experienced by plus-size shoppers. "The reason that Fayt exists as a brand is because we want to create a space where women can come and shop together so that there's no separation," she explained. "People deserve to shop in one space together and not be shoved down the back corner or be told to shop online only."
Saunders also pointed out what she described as the irony of Tarz deleting her content due to backlash while accusing others of being unable to take a joke. Saunders used the incident as an opportunity to promote Fayt, highlighting its five existing stores in Queensland, New South Wales, and Victoria, with a sixth planned for Adelaide.
In her response, Saunders emphasized that criticism of Fayt not only targets her business but also "womanhood and all of the amazing women that work so hard every day to make Fayt be the wonderful brand that it is." She described Fayt as a bootstrapped Australian business created by women for women, dedicated to helping every woman feel confident, comfortable, and included.