Tyra Banks thinks 'plus-size' should be renamed "fiercely real".
The supermodel is part of a campaign with Special K cereal to banish talk of fuller-figured women.
Tyra believes the term used to describe them should be re-worded to give a more optimistic and less harmful feel.
"I don't like the label 'plus-size' - I call it 'fiercely real'. On American's Next Top Model, we call it fiercely real. I don't want to use the term 'plus-size,' because, to me, what the hell is that? It just doesn't have a positive connotation to it. I tend to not use it," she exclaimed to HuffPost Style.
Tyra demonstrated her outlook when she crowned curvy Whitney Thompson the winner of America's Next Top Model in 2008's cycle ten. Afterwards Whitney was given the label of the show's first 'plus-size' champion, with Tyra then launching her Fiercely Real Model Search for teenagers of any size two years after.
In order to make young girls feel confident in their bodies, the 40-year-old fashionista hopes to encourage them to embrace their appearance.
"We just need to make sure it's not a trend and that it's something that's normal, because this stuff comes in waves and it would be nice to see it become constant," she added.
Jennie Runk, H&M's first labelled 'plus-size model', recently shared her opinion on how fashion houses and retailers use the label.
"Clothing companies do this in order to offer their customers exactly what they're looking for, making it easier for people of all sizes to find clothes that fit their bodies as well as their own unique stylistic expression," she recently explained.