In recent weeks, Jameela Jamil has faced harsh criticism on social media from those who find her activism disingenuous.

Jamil has listened patiently and responded, even more patiently, as people have criticised her involvement in the body positivity and anti-airbrushing movement as a woman who is conventionally attractive.

When she fronted a campaign for lingerie brand Aerie last week, she faced a backlash from plus size women who felt unrepresented by the brand and its messaging, which doesn’t stock sizes beyond an XXL. Jamil responded, saying that she had spoken to Aerie about expanding its sizes, but entreated fans not to lose sight of the importance of the brand’s campaign featuring women of colour, disabled people and sexual assault survivors.

“It’s hard to combat all erasure all at the same time,” Jamil wrote in an Instagram post. “I hope all brands become more size inclusive. I will continue to push for this. But I also hope to see all the energy I got about size… also to be put out towards disability, LGBTQ and ethnic representation. To my teenage disabled, unrepresented south Asian self, this campaign was for you, and I am proud it happened.”

The big problem with the Jameela Jamil backlash