An online campaign is calling on the fashion industry and retailers to stop using the term "plus size". br Australian author and TV host Ajay Rochester started the hashtag #DropThePlus after seeing an advert featuring a UK size 14 (US size 10) model who was described as "plus-sized." Rochester was supported by model Stefania Ferrario who posted on Instagram saying "I am a model FULL STOP ... This is NOT empowering." br But some "plus-size" bloggers and models argue that the term is useful, that they're proud of the label, and until shops stock all size ranges, then "plus" must stay.