(But Can’t Afford To Much Longer)
Despite spending over $32 billion annually on apparel in the U.S. alone, the plus size consumer is still treated like an afterthought by most of the mainstream fashion industry. NPD Group data shows the plus size market grew faster than straight size categories post-pandemic, and yet, representation remains minimal, options are limited, and visibility in marketing campaigns? Still lacking.
As someone who lives this daily (we see you, sis), you know how exhausting it is to settle. With thousands of brands crowding the shelves with size 0 to 12 looks, there’s a gaping hole in the style landscape for anyone over a size 14—and the industry’s refusal to serve the plus size fashion industry well is no longer just frustrating. It’s a missed financial windfall.
Isadora Wide Leg Lounge Pants at UniversalStandard.com
Let’s Talk Numbers about the Plus Size Fashion Industry (Because the Receipts Matter)
According to Statista, the U.S. women’s plus size apparel market was valued at $32.6 billion in 2021, and it’s projected to hit $47.5 billion by 2026. While overall apparel sales are expected to grow about 2% annually, the plus size category is forecasted to grow at a faster clip of 5.9% per year (Allied Market Research).
In other words? Our money is on the table—and the brands paying attention are already reaping the benefits.
As Catherine Moellering of the TOBE Report once aptly put it:
“There are a lot of dollars in these consumers’ wallets that aren’t getting counted. If you build it, they will come.”
…And We Have Come.
Retailers like Torrid, Lane Bryant, Ashley Stewart, and Eloquii (which, after a brief hiatus, roared back into the market) have shown that serving the plus size consumer isn’t just good PR—it’s good business. Online spaces like Dia & Co, OneStopPlus, and Girlfriend Collective are also reshaping how us plus size consumers shop with a focus on inclusivity, sustainability, and style.
Still, there’s work to be done—especially in plus size luxury and plus size contemporary fashion. Despite strong showings from designers like JIBRI, Sante Grace, Tamara Malas, GIA/IRL, Pari Passu, byVinnik, and BAACAL, the luxury plus size space remains underserved and underfunded. Only a few heritage luxury houses, such as Marina Rinaldi and Elena Mirò, have consistently prioritized curvier customers—and they’re both killing it internationally.
So what’s holding everyone else back?
What’s the Excuse? Spoiler: There Isn’t a Good One.
Let’s be clear: Designing for plus size isn’t about just “making it bigger.” It requires skill, pattern grading expertise, and a willingness to invest in a body type that hasn’t historically been centered in design rooms. But let’s not pretend brands can’t figure this out—they just haven’t prioritized it.
Meanwhile, the few who do have won our loyalty, our coin, and our word-of-mouth.
And let’s not ignore the IRL experience. Yes, online shopping has given us options we once only dreamed of—from glam gowns to edgy activewear—but there’s still nothing like being able to try it on and leave the store with that instant gratification. It is why we launched our Plus Directory. Stores that invest in brick-and-mortar experiences (hello, Savage x Fenty, Good American, and Universal Standard) are elevating what it means to shop while curvy—and redefining the standard.
How to Break Into the Plus Size Fashion Industry—and Win Big
Here’s the recommendation for every brand trying to tap into this market:
Start intentionally, start respectfully, and start strong.
You don’t need to roll out a 100-piece collection tomorrow. But you do need to make us feel seen. Start with a capsule. Offer a few hero pieces in extended sizing. Make sure fit and fabric are right (because we know when you cut corners). Bring us into your design process, listen to fit testers, and—this is big—show us in your marketing.
Representation builds trust. Trust builds loyalty. And loyalty builds empires.
(Just ask Lena Bryant.)
So, Who’s Getting It Right?
Brands like ASOS Curve, Good American, Universal Standard, and Eloquii aren’t perfect, but one thing they do? They listen, lean in, make changes and they’ve proven that style, fit, and representation can go hand in hand. These brands aren’t just offering extended sizing—they’re building inclusive communities.
And the ones getting it wrong? They’re becoming case studies in what happens when you ignore a passionate, underserved, fashion-hungry consumer. (RIP WHBM’s plus size venture—may others learn from your mistakes.)
Let’s Wrap This Up (With a Bold Red Lip)
If you’re in fashion and not serving plus size customers, you’re not in fashion—you’re in denial.
This plus size fashion industry and market isn’t “niche.” It’s the majority. Over 68% of American women wear a size 14 or above (CDC). The demand is loud, loyal, and lucrative.
So to every designer, buyer, investor, and brand exec reading this: The time to serve us is now. We don’t just want more. We deserve more.
And to the curvy babes? Keep demanding it. Keep shopping smart. Keep being unapologetically YOU.
This article, The $32B Opportunity the Fashion Industry Keeps Ignoring first appeared on The Curvy Fashionista and is written by Marie Denee.
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