Plus size women have struggled for years to find cute and flattering clothes from popular brands that seem to offer sizes for everyone else. So, if there is a ready and willing market, why do brands keep getting it so wrong, even when they do try?
There are a multitude of reasons for this. The first being the brand’s refusal to fathom that fat people deserve clothing that is equally cute, as those who are in standardized size. This stems from the culture of fat shaming. Refusing to accept fat people for who they are and allowing them to exist as normal beings. Refusing to realize that fat people feel sexy, comfortable and unashamed in their bodies, is the fundamental problem that the fashion industry has.
Which is why there has been such a huge disconnect between plus size and the fashion industry. Designers, boardroom executives and buyers, do not curate their collections to accommodate plus-sized women as they equally do for skinny people.
It is as if they ask, “how dare you love yourself at that size?” or “why would you love yourself when you look like that?”
Unfortunately for the industry, their refusal to grow with the times has started to cost them money. Which is why after the pandemic, brands had two totally opposite reactions. Some have finally jumped on the wave and others are still refusing to completely include plus sizes in their collections.
The most popular excuse for still excluding plus size clothing in their brands is that making plus size clothing costs way too much to make or factories do not have the needed experience to make plus size clothing. Which is a weak excuse, considering the high demand would make up for those very same costs. And experience comes with practice.
And the brands who do try to be “inclusive” put in a half-hearted job. Like Oh Polly for creating a completely separate page for plus sized women and women who belong to minorities. They finally deleted the “minority” page, this was after they were called out and consumers lashed out on social media.
It is actions like these that then end up being an excuse to permanently exclude certain groups. The excuse going forward will be they tried and there was not a good reception. Here is a brilliant idea, how about brands including minorities and plus sized into your normal page and see the impact that will have on your following and the sales for your brand.
A good example of this is Nike. After 2017, Nike launched its first plus sized by introducing a range of plus size sports bras and plus sized later apparel with tights, shorts, pants, and lifestyle products. Plus sized mannequins were introduced in their stores.
Social media has helped with the rise of the body positivity movement, making brands realize it is becoming unacceptable and pure laziness, to not be inclusive. There is absolutely no reason for it.
The disconnect between plus size and the fashion industry, all in all is because of brands. Their refusal to accept that plus-sized women are human. Because to accept that they are humans who deserve to feel good in what they wear would be to admit that they have been ignoring pleas to do better, on purpose.