It did in the Renaissance.
It did for one-time vice presidential candidate, Sarah Palin.
And it could just sell a lot of Cacique bras from Len Bryant. In the plus-size space, Lane Bryant has been a pioneer.
The Cacique campaign goes beyond the Dove meme that there are many kinds of beauty. It positions the full-figured woman as downright sexy. The slogan is, "I'm no angel." Here is the coverage by Andrea Romano in Mashable.
The bottom line, of course, is selling. But also, there is the public service part. Lane Bryant is disrupting the obsession with the ultra thin woman. She's on the cover of fashion magazines. She's on the arm of the powerful, wealthy male. She's the role model for The Professional Woman. (In college, my major professor put a diet in my campus mail box).
If Lane Bryant succeeds in making a full figure cool there might be a reduction in eating disorders. That will lower the healthcare cost in the nation since insurance usually pops for treatment of anorexia and rehab for more plain-vanilla obsessions with food.
Full Disclosure: I probably am an angel. Sigh.