The fashion industry is ever-changing, but it is rare that the standards of beauty change equally as rapidly. Refreshingly, the term "plus-size" has grown in popularity and moved beyond its negative connotations to be a mark of confidence, beauty and the real woman.
Speaking to this movement, President of Trend Hunter Shelby Walsh points out that full-figured women are growing to be one of the largest target demographic segments. The term was originally coined by plus-size clothing chain Lane Bryant. They focus on embracing fuller figured women and, more recently, creating campaigns like the #ImNoAngel that encourage women outside the zero to four size range that they are beautiful. This positive affirmation of bodies of all sizes is revolutionizing the fashion and media industry as we know it.
Consumers Driving Plus-Size Fashion to the Mainstream
Plus-size fashion used to be a bit of an oxymoron, but fresh offerings from retailers and some high-profile models have put the plus-size market on the sartorial map. A hot topic as well as a highly controversial one, the term “plus-size” is still considered offensive by some, sparking social media protests such as #DropThePlus.
On the other hand, some women have taken on the term as a badge of honour. Plus-size fashion bloggers such as Nadia Abdoulshon have huge followings and are being tapped by brands to launch clothing collections and star in marketing campaigns.
Read the full article at Marketing Magazine here.