There’s a version of this interview where we send the founder of Crusade of Curves the safe questions. Where she gives us polished, brand-friendly answers, we run a few nice photos, and everybody moves on with their day.
That is not this interview.
Ten years into building one of the most respected names in the plus-size event space, Mallory answered my questions and told me the truth about an industry she loves enough to critique out loud. Sponsorships. Weight loss pressure from talent agencies. The Old Navy campaign everyone praised that she thinks deserves side-eye. The purse. She held nothing back, and honestly, neither will I.
I’m the Features Editor at The Curvy Fashionista, and I’ve spent my career on both sides of the plus-size conversation: writing about it and working inside the machine that shapes it.
My bylines have appeared in Essence GU, Grown Mag, and Frankly Britt, and before I was editing features at TCF, I built my background in marketing and communications, learning how campaigns get pitched, cast, and sold to the public. I’ve also worked in affiliate and brand partnerships, so I know exactly what happens when a brand’s budget meets a creator’s honesty.
So when Mallory told me the board room conversations don’t include true plus size bodies, I didn’t need that translated. I’ve sat close enough to those conversations to know she’s right.
That’s why I wanted to put these questions to Mallory specifically, and why I wasn’t interested in the safe version of this piece. Ten years of building something real in this space earns a writer who’s willing to sit in the discomfort with her, not smooth it over for a brand deal.
How Crusade of Curves Went From Regional Runway to International Curversary
Crusade of Curves didn’t start as the traveling, boundary-pushing brand it is today. It started regional, in North Carolina, for its first four years, before Mallory relocated to Texas and made a decision that changed everything.
“Once I moved to TX, I decided for the 5th year to tour Crusade and ultimately continue traveling to expand nationwide,” she told me, and now the brand is headed international, landing in Punta Cana next month for its official 10 year Curversary celebration.
But touring a body-positive brand into new markets isn’t just booking a venue and showing up. Mallory learned that the hard way.
“You won’t be as accepted or as well attended in cities that don’t truly embrace their bodies as they are,” she said, “you may need to do more work connecting to those who reside in those areas to gain trust, develop relationship and desire of attendance prior to committing to a given tour location.”
She’s blunt about learning that lesson in real time in 2025: “We experienced this in 2025 and learned some tough lessons, however we are still glad we went, just would have adjusted a few things to better adapt to the environment.”
That’s the thing about running a self-funded small business in this space. There’s no room for guessing. “Minimizing the unforeseen is always a good idea because it could cost your brand and bottom line which oftentimes you can not afford as a self funded small business.”
What She Knew Then vs. What She Knows Now
Ask any founder what surprised them about their own industry and you’ll usually get a soft answer. Mallory did not give me a soft answer.
“I didn’t know how important sponsorships would be with respect to the evolution of the event industry,” she said of launching Crusade of Curves back in 2017. What she learned instead was to build a brand people could trust “not only reputable but willing to go the extra mile for the community for which I derive and care so passionately about.”
And then the part nobody wants to say out loud in this industry: “I didn’t understand that people would oftentimes not always come with the purest of intentions nor would everyone genuinely want to help grow the Crusade.” Navigating social media influence and business all at once she said “was more challenging than I ever imagined.”
The Conversation the Industry Keeps Avoiding
If you’re expecting the usual “inclusion is progress” soundbite Mallory’s answer will stop you mid-scroll.
“The board room conversations don’t include true plus sized bodies fit models beyond a size 12 aren’t hired,” she said flatly. Then she went further than most people in her position are willing to go on record:
“Despite what many agencies are saying there is a push for talent to lose weight I know I am signed.” She hasn’t been told this directly by her own agency she clarified but “many of my colleagues are working with talent management who are strongly encouraging it.”
Her read on the state of the industry is stark: “This is an ecosystem set up to keep us out.” She connects it directly to the broader political climate around DEI. “Since the rejection of DEI and inclusion plus bodies have been affected Work for professional models has thinned and many have had to move into smaller more affordable communities or pick up other means of income their modeling salary used to cover.”
And the part that stung most coming from someone this embedded in the influencer economy herself: “Our favorite influencers are not advocating within the spaces they are in either as they don’t want to challenge the brands that pay them on behalf of the people they influence which is ironic but true.”
That Old Navy Campaign You Praised? She Wants You to Look Closer
Everybody clapped for the size-inclusive campaign Mallory wants to know why the clapping stopped short.
“Having curve visibility in a campaign when the models are less than a size14 /16,” she said naming Old Navy directly. “How does the campaign promote up to size32 yet we have a world full of24and up models yet not one was hired?”
Image via Gap.Inc It’s not just about size range either “I also think we needto diversify our curve model representation in these ads They aren’t thesizes we can relate tonor are body types There aren’t enough fuller bellies innational campaignsandof course we also don’t see enough deeper melanated hues intheir campaigns either.”
It Always Comes Backto The Purse
Ask Mallory where biggest disconnect lives between people designing plus-size fashionandpeople actually wearing itand shes doesn’t hesitate.
“The purse!” shesaid “Unfortunately many small business designersare priced outside what average consumer can afford payfor garment these days.”
So cycle looks like this Designers who buildfor plus bodies get priced out their own customer’s budget The customerturns fast fashion because it’s what she can afford And designerswho have been doing work for years get quieter then get gone
Mallory sees it happening up close “I think we additionally promote too much fast fashionand not designers boutiques that have been trailblazers inthis space for years” shesaid “Designing wardrobing solely with purpose plus We haven’t supported those brands enoughand manyof themare quietly closing.”
Then shed made personal wayonly someone who has been room for decade can Its hard see experience as manyof themI have personal relationships with
Compare thatto other end spectrum where pointed corporate brands canafford expensive activations your favorite influencers $50k dinner budgets Meanwhile grassroots designers ones who built blueprint doingit shoestring hoping notice
Her answer how fix isn’t complicated but does take effort “Aligning expectations continuing support small valuing true relationships beyond follow count”
So consider this your sign Before next haul look at who’s been making clothesfor us all along see what little your budget could dofor them
What Actually Happens In Room
For all industry critique Mallory lights uptalking about what CrusadeofCurves actually feels like from inside
CrusadeofCurvesbyMalloryRichardson/Imageby@a_haywoodphoto
“People find community at Crusade” shesaid “We genuinely attract kind warm people whoare beyond excited experience ourevent meet newpeople learn something!” Attendeesleave shesaid “with more contacts followers photos fondmemoriesand insome cases newclientrelationships brand purchases ultimately friends”
Photo credit:@a_haywoodphoto
And loyalty runs both ways From momentpeople model design vend volunteer us forever have partner online life support We share repost engage our Crusade alums years come cannot say manybrands support our people way do that beauty uniqueness Crusadebrand
Why She Still Does This
I askedMallory get personal her answers After nearly decade buildingthis what moment duringNew YorkFashionWeek still getsher
“Seeing smileson peoples faces laughterand phones flashes catch runway vibe evening” shereplied back “The slight glance ladies bar who hadnever met outside socialmedia sincerely enjoying one another Womenmen fellowshiping discussingtheircreative passions exchanging contact information”
Photo credit:@a_haywoodphoto
Then part got me “The elatedlook on myfeatured designer face seeingher models walk her newestcollectionduringNYFW Itwas sheer joy That’s whyIdowhatIdo….”
Ten yearsinMallorystillbuilding namingwhat broken still showingupfor communitythat showsuprightbackforher
So here’s your homework Follow @crusadeofcurve seewhatCurversarylooks likePunta Cana Tag shopindependent designers you fellforin thesephotos Andnexttimebrandhands you campaign clapfor askwho’s actuallyin it
Punta Cana next wouldn’t betagainsther
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