Does This Make Me Look Fat? Aesthetic Labor and Fat Talk as Emotional Labor in a Women's Plus-Size Clothing Store

Drawing on participant observation at a women's plus-size clothing store, “Real Style,” this article draws on the unique experiences of plus-sized women in their roles as workers, managers, and customers, to examine how mainstream beauty standards, body-accepting branding, and customers' diverse feeling rules shape service interactions. Despite branding that promoted prideful appreciation for “Real” bodies, the influence of these body-accepting discourses was constrained by women's internalization of mainstream fat stigma, resulting in an environment characterized by deep ambivalence toward larger body size. This ambivalence allowed hierarchies between women to be reified, rather than dissolved; although plus-sized employees and customers expressed gratitude to have Real Style as a “safe space” to work and shop, workers experienced gender segregation of jobs, and thinner employees were privileged with special tasks. Further, managers and white (but not black or Latina) customers used body-disparaging “fat talk” to elicit workers' emotional labor while confronting thinner workers for defying aesthetic expectations. This research offers a more nuanced understanding of the ties between aesthetic labor and emotional labor, while highlighting some of the factors that prevent stigmatized groups from successfully reclaiming status within consumer contexts.