Fashion is embracing plus-size women

Over the past two decades, body sizes have become more diverse, and the once "standard" size watch is no longer appropriate. In the United States, women who wear sizes 14 to 34, classified as plus-size, represent 67 percent of the population, according to Plunkett Research. In the UK, 17 per cent of women are size 18 or above (us size 14), while 21 per cent of British men are also plus-size. 

The long marginalization of plus-size women is ending as more people fall into the plus-size category; Driven by market segments and interests, in the past five years, the Fashion industry in Europe and the United States is emerging to accept plus-size women, and the diversity of women's beauty has also begun to affect the fashion industry, which was once "extremely thin" to the extreme. 

The trend towards slimming down in the world of modelling ended in 2012 when Vogue pledged to only use models over 16 who were of a healthy weight. Not only that, but since then a number of plus-size models have begun to break traditional barriers and appear frequently in the media. Candice Huffine, a size 16, has featured in Italian Vogue and V magazines in recent years. Also hot is model Tara Lynn, whose plus-size swimsuit campaign for H&M has been widely praised. Robyn Lawley not only became the first plus-size model in its 52-year history to appear in the September issue of Australian Vogue in 2011, but has also appeared in a number of advertising campaigns for brands including Ralph Lauren.

In the retail market, many European and American fashion retailers, such as Marks and Spencer, Dorothy Perkins, Forever 21 and Asos, have extensive plus-size clothing lines. M&S campaigns often tout the diversity of models, choosing models of different sizes, ethnicities and ages to represent sections of society. Evans, a British retailer, is a high street brand for plus-size women, offering a full range of clothing for plus-size women; Evans has long encouraged women to be proud of their "heavyweight" bodies and is dedicated to the development and teaching of plus-size fashion, which can be scaled up to infinity. As domestic young generation shape sizes began to transcend to its parents, and enter the mature late middle-aged women of high street fashion brand vacuum of the market, how to deal with the need to change the proportions and the demand of the new female consumer market, all this for the domestic retail market, is a very worth exploring and have reference significance.

Ultimately, the standard of fit in clothing needs to be reassessed along with the tendency to accept self, reject standardization and embrace diversity. Sartorial sociologists have long known that humans have a general tendency to be dissatisfied with their bodies. Designers, brand manufacturers and fashion media are responsible for explaining the ideal image of the society, and the shame caused by consumers' evaluation of their own image because it does not conform to the "universal standard" is completely a perceptual deviation today. For plus-size consumers, their priorities are the same as those of the rest of the fashion industry: stylish, fit, flattering and exciting. And in any segment of the market, where fashion needs models to respond to the public's desire for a healthier image, plus-size consumers have just as much opportunity to dream and covet fashion as regular size consumers.