This abstract presents a research in its initial stage, which aims to investigate whether, bydeveloping subsidiary brands for the sale of plus size clothing, Brazilian retailers Renner(creator of Ashua) and C&A (creator of Mindse7) promote the integration of this public orcontribute to the stigmas that affect fat people, seeking to reflect on a practice that mayrepresent a type of symbolic violence (Bourdieu, 1997) for a relevant number of theBrazilian citzens. Therefore, the present work seeks to introduce and encourage theproposed debate from a specific perspective, which proposes the following questions: whatare the effects of meaning engendered in the development of the Mindse7 and Ashuabrands? Are these signs of inclusion or segregation? To elucidate these questions, theoriginal research suggests the application of Peircean semiotics and its fundamentalcategories (Firstness, Secondness and Thirdness) in the following brand elements: visualidentity and branding, main advertising campaigns designed, online shopping experienceand content published in the digital platform Instagram. For this specific work, however,Ashua’s Autumn-Winter 2024 campaign and the last two ‘drops’ of March 2024 launches byMindse7 were selected for analysis, propagated primarily through digital media. Firstimpressions point to the need for a comparison between the different approaches on each brand, but they also infer that both reproduce stigmas commonly present in the marketing of larger sizes,such as neutral colors, clothes more discreet and modest and the absence of real bodies insome of the images shown.