Why do plus size brands stop at size 24? Sis, this question has plagued our community for years. Things have changed since we first published this article, but the core issue remains. While we’re finally starting to see more brands going beyond size 24 (thankfully), the question still remains as to why so many plus-size brands have stopped at size 24 in the first place. And why does this exclusion still occur?
Importantly, this is not just about fashion. It’s about access, representation, and the systemic barriers that prevent plus-size women from fully participating in style culture. Let’s take a closer look at why, how, and what actually changes. Because you deserve answers.
Why do plus size brands stop at size 24? A problem that won’t go away
Even though brands like Lane Bryant have expanded their size range beyond size 24 (especially after the sale of Catherine), and even more independent brands have launched expanded size ranges, the disconnect between sizes 10-24 and size 26 and above is still very real. And it’s so frustrating.
plus size photographer and blogger Sma Jane Dark Did you tell her the truth about your experience? “It’s really frustrating because I grew up reading every page of Vogue, but I couldn’t find stylish clothes that fit my size. To be honest, there was never anything larger than a size 24. Things have gotten better over the years, but it’s really disappointing to find a ‘plus size’ brand you love that doesn’t include you.” ”
It’s important to note that this is not just a matter of personal frustration. This is about an entire industry that has systematically eliminated a significant portion of the market. Asking why plus-size brands are stuck at size 24 reveals systemic issues that run much deeper than simple business decisions. This is about who can participate in fashion culture and who is left behind.
Problem #1: Manufacturing and patterning challenges
Before we get into the social or economic reasons behind why plus size brands stop at size 24, we need to understand how clothing works. That is, the design and manufacturing process. This is where the elimination begins, baby.
Many designers don’t know how to design for plus-size body types because they haven’t been taught how to do so. Fashion education has historically focused on sample sizes, leaving plus-size patternmaking an afterthought or completely ignored. It’s like teaching someone how to build a house, but only teaching them how to build one type of foundation. Make it meaningful.
Plus size designer and patterner Rachel Kachenjal That explains the complexity, but honestly? “Plus-size fit is difficult, I said. Everyone carries their weight differently, and while there may be one to three body types who wear a size 14, there are four to six body types who wear a size 30. Our bodies are beautiful and complex.”
This complexity requires specialized knowledge that many designers and manufacturers do not have. When brands want to be inclusive, they often face manufacturing barriers. Owner Alexis Clase said: plus booklin“It’s been very difficult to find manufacturers who are willing to work with us to create extended sizes. Often they don’t directly say, ‘No, we can’t do that,’ but they give us so many excuses that we can say no.”
This manufacturing barrier is one of the main reasons why plus size brands stop at size 24. It’s easier to stick with what manufacturers already know how to make than to invest in the expertise needed to scale up. But “easy” doesn’t mean “correct,” and it certainly doesn’t mean “comprehensive.”
Like Manufacturing Resources Website Maker’s Row Information about whether the manufacturer has the ability and/or plans to produce plus-size clothing should be included, and a list of resources for plus-size patterners should also be included. Because transparency is key, and brands don’t have to guess whether a manufacturer can actually serve their customers.
Issue #2: Dangerous Myths About Disposable Income
Here’s the ugly part, and I’m not sugarcoating this. There is a classist assumption in the fashion industry that people over a size 24 either don’t have the disposable income or won’t buy clothes. This presumption is dangerous and discriminatory, and is another reason why plus-size brands end up at size 24. And honestly? That’s complete BS.
If 67% of women in the United States are over a size 14, that means a significant percentage of women are over a size 24. Centers for Disease Control and Prevention tracks body size data, but the reality is that plus-size women represent a huge, underserved market. We’re talking about millions of people who want to shop, who have money to spend, but who are systematically ignored.
But there’s a catch. If brands don’t make clothes in plus sizes, they’re creating a self-fulfilling prophecy. Of course, sizes 26 to 30 will not sell if they are not in stock. But that doesn’t mean the demand doesn’t exist. That means it’s not fulfilled. period.
Blogger Marcy Crews shared her experience, which is a perfect example of this cycle. “In my personal experience, I’ve been told by brands that plus sizes don’t sell, so other brands are afraid to expand their size range.”
This creates a cycle of exclusion. The brand assumes the enlarged sizes won’t sell, so they won’t produce them. Customers stop looking because they can’t find their size. Brands see low sales of expanded sizes (because they could barely produce them) and use that as proof they shouldn’t expand. This is circular logic that hurts everyone and is the main reason why plus size brands stop at size 24. It’s time to break this cycle.
Corissa Enneking, Blogger fat girl flowwho is a size 26/28, explained, “Every day I get questions from people over size 24 about finding clothing stores that carry their size. People in this size range are used to having zero options, so why focus on new product drops? Brands need to do a lot of outreach to let these customers know they can shop there.”
Do you know what she’s saying? Customers exist. they are asking. they are looking. But if your brand doesn’t show up consistently, you’ll stop checking. And brands use that as an excuse not to expand. It’s going backwards and needs to stop.
Limited size execution causes problems
Part of the problem is that the brand has a limited range of sizes. Clothing over size 24 is difficult to sell if you don’t have it in stock. This limited run is another answer to why plus-size brands end up at size 24. And honestly? It’s self-destructive.
Lisa’s mustang sally 2 Share: “Personally, I’m shocked to hear that larger sizes aren’t available online as things I want run out quickly. For example, if you want the Penningtons 28 jeans, you’ll need to buy them as soon as they’re released in August.”
This does not mean there is a lack of demand. It’s about the lack of supply. The fact that extended sizes sell out quickly is proof that there is a market. Brands just need to actually produce enough inventory to fill it. This isn’t rocket science. If your product sells quickly, make more. That’s how supply and demand works, right?
Problem #3: Casting representations and models
Even when brands expand in size, presentation often doesn’t follow. And that’s a completely different issue. “Seeing a model that probably resembles the US 12 doesn’t help me,” he says bea alexandraactivist, model, and plus size blogger. “Why buy something if you don’t know what’s going on with your body?”
This is a real barrier. If a brand extends to a size 30 but only shows models in size 14, it’s not really inclusive. They are checking boxes without doing the work. This lack of representation is another reason why plus size brands are stuck at size 24, or effectively not offering extended sizes, even if they technically do. It’s performative inclusion, and we see it through.
While plus-size staple brands like Lane Bryant and Torrid are making strides, the industry still has work to do. Lane Bryant expanded its size beyond 24, especially after the closing of Catherine. This shows that when brands commit to serving their entire customer base, they can do it. So if they can do it, why can’t others?
Alexis Clase plus booklin We shared their approach, and honestly? “We find a lot of Plus Bklyn models through social media. We get a lot of positive feedback from clients who say they’re excited to see someone who looks like them modeling. We try to cast diverse models, but not all of them are signed because agencies don’t sign anyone over the age of 14.”
This is a model that more brands should emulate. If your agency won’t sign models over a size 14, find one yourself. Cast people who reflect your actual customers. It’s not that difficult, and the effects are huge. When customers feel represented, they’re more likely to shop. It’s that simple.
What is actually changing (and what still needs work)?
The good news? More brands are finally expanding beyond size 24. Lane Bryant’s expansion after Catherine’s closure shows that legacy brands can evolve. The indie brand continues to launch with expanded sizing since its inception. But the work is not done yet. Not even close.
When we ask why plus-size brands stop at size 24, we’re actually asking about systemic change. Brands must:
- actually produce extended sizes in meaningful quantities (rather than just a few pieces here and there)
- Cast models representative of the full size range we offer (not just the smallest size)
- Stock extended sizes online as well as in stores (because access is key)
- Market to a wider audience than just hoping they will find your brand (outreach is key)
- Invest in patterning and manufacturing that supports expanded sizing (this is foundational work).
Big retailers like Eloquii, Lane Bryant, and Torrid can lead the way by requesting plus-size models larger than size 16. This allows smaller emerging and independent brands to hire these models. In the meantime, brands shouldn’t hide because they don’t have any models to cast. excuse. Because there is. All you have to do is search.
to follow plus booklin Capture leads for inclusive brands such as and cast talent that reflects your customers. Not an option. it’s necessary.
So why do plus size brands end up at size 24?
Staying in a size 24 was not what customers wanted. It was about what is convenient for brands, what is easy for manufacturers, and what fits into existing systems. But these systems were built to eliminate, and it is past time to rebuild them.
When you ask why plus-size brands stop at size 24, the answer reveals manufacturing barriers, classist assumptions, and representation gaps. But they also reveal opportunity. Enhanced sizing is not a niche market. They represent a significant portion of the population that deserves access to fashion, style, and self-expression. When brands commit to serving this market, they know it’s not only the right thing to do, but good business.
What do you think? We look forward to hearing from you. If you have friends who are speaking out about this, please share this with them. And if you’re a brand reading this, know that your up-sized customers are waiting. They’re just waiting for you to actually show up. The question is, will you? That’s what it means.
Source: The Curvy Fashionista – thecurvyfashionista.com
