“Plus size” is usually something we use to describe someone who has a large structure. Other words to define it may be; curvy, big bones, chubby, curvaceous, and so on. The term ‘plus-size’ was first used in the late 1920s, found in a Lane Bryant ad. For a very long time, women who were classified as above average in size or weight were made to suffer under various labels. These labels, then considered normal for one to define plus size clothing, were later deemed to have a negative connotation. Whenever terms for plus size were defined or taken for one, it would bring feelings of unworthiness, discourse, as well as outrage, and the negative connotation towards plus size and being outside the average brought about a certain distaste for plus size. Slowly and steadily, the world has evolved to accept and like the plus size and its taste in fashion.
From the very beginning, people and society have tended to body shame and run towards perfectness in body types. What people forget to realize is that every individual is different and unique in their own way and manner. A lot of people struggling with overweight, curvy bodies or obese structures have had difficulty fitting into this perfect and ideal look and finding the right fit for them. With recent advancements, brands have reached out to all kinds of people and expanded their audience with the addition of plus-size fashion to help these people become comfortable with who they are and embrace their body type.
Along with the increasing number of overweight and obese people, the demand for plus-size clothing is growing as customers with such body types seek trendy fashion items that are readily available in larger sizes. A report shows that approximately 67 percent of women in the United States of America are over the size of 16, which is considered plus size. Moreover, the global plus-size clothing market report shows that the market for plus-size fashion was valued at $480,991.8 million in 2019, and is projected to reach $696,712.1 million by 2027.
With the fast-growing market of plus size fashion, its competition has also become fierce. Its market has expanded due to different brands and companies bringing out new products, garments, and fashion items, seeing the huge audience it can attract. The key players in this competition include Forever21, H&M, MANGO, NIKE, PUMA, RALPH LAUREN, and many more.
The new trend of body positivity has increased the sales tremendously of plus-size fashion globally. At the present time, there are a tremendous number of clothing brands that now also carry plus-size clothing, with more and more beautiful, gorgeous, curvy women defying the norms of beauty. According to a research, there has been an increase in the sales of plus size clothing by 6% in 2016. Plus-size fashion is expensive as well due to the amount of fabric being used in the final product of clothing due to the massive rate at which plus-size fashion is taking off globally. This rise in body positivity, embracing oneself, confidence, and grace owing to strong fashion advertisements and campaigns, such as Vogue, Cosmopolitan, Elle, and Glamour, further drives the market for demand for plus-size clothing.
But with high demand comes high investment, due to which many manufacturers refrain from manufacturing such clothes as they are very costly because of the fabric size required to produce them. Regardless of this being one of the limitations that hinders the growth of plus-size fashion globally, its fashion has evolved and grown. It has also led to inspiring women with unwavering confidence and positivity to overcome their conscious selves and embrace their curves, fat, and cellulite. Ashley Graham, a well-known plus-size model, is also a body-positive activist who campaigns to help women introspect and recognize the beauty that lies within, regardless of shape and size.
To love your body, you need to accept and embrace your body. Being obese, curvy, or full-figured should never stop you from wearing what you want. When we accept our true selves, we gain unstoppable confidence, which helps us achieve our goals. With such acceptance, only clothing brands and fashion designers are shifting their ideas towards plus-size fashion and responding to the cultural shift towards body positivity. Every body type is unique, graceful, regal, and special in its own way, and a curvy one is no different. We just have to learn to acknowledge and embrace our femininity and sexuality, which describes the beauty in us.