Amazing numbers tell the real story
Let me share some numbers that may shock you. Of the 8,800 looks presented in 230 shows and presentations, plus size (US 14+) was just 0.8% (US 14+) and 95% was straight size (US 0-4). It’s not a typo, it’s less than 1%. Consider this: Approximately 67% of American women wear sizes over the age of 14. The maths aren’t summed, right?
The plus-size model appeared in only 18% of all global beauty campaigns in 2025, despite representing the majority of potential customers. This disconnect between market reality and marketing representatives reveals something very problematic about how the industry sees its customers.
Fashion Week’s Sky Promise
Remember all of your commitments about inclusivity from 2020 onwards? Well, the reality check on the runway is calm. At London Fashion Week, plus-size models have dropped from 80 in September 2024 to just 26 in February 2025, with New York, Milan and Paris all looking at similar dips. The progress we celebrated seems stagnant – or worse, we’ve retreated.
During the spring/summer 2020 season, 86 plus-size models walked the runways throughout all four major cities, accounting for 2.8% of all models. By spring/summer 2025, it had plummeted significantly. The brief moments of inclusion are merely a tendency and are beginning to appear to be no permanent change.
Ignored economic debate
The global plus-size clothing market is estimated to be US$119.4 billion in 2024, and is expected to grow from US$125 billion in 2025 to US$202.4 billion in 2034. It’s not the territory of a niche market. But somehow, brands continue to ignore this massive consumer base in their advertising strategies.
The US plus-size women’s clothing market is valued at US$58,871.49 million in 2023 and is expected to reach US$1,01,938.14 million by 2032. With so much money at the table, the lack of expression is even more perplexing. Why do companies intentionally alienate their biggest customer segments?
When the brand makes it right
Here’s what happens when a brand actually accepts comprehensive advertising: Over 71% of consumers said they trust their brand more when they have a plus-size model. Trust is converted directly into sales, making this a simple business decision. Tiktok and Instagram engagement rates were 48% higher for traditional models and plus-size creators.
Research consistently shows that comprehensive advertising depicting models with diverse body sizes has a positive main effect on brand attitudes, indirectly affecting brand attitudes and purchasing intentions, and brand warmth mediates positive effects. The data is clear – inclusion works.
The Psychology Behind Exclusion
Traditional advertising, often characterized by ideal and stereotypical depictions of femininity, continues to be associated with negative psychological outcomes such as physical dissatisfaction and increased self-objectivation. This is not just about the national team. It’s about the impact on mental health for millions of women.
One in two girls say toxic beauty advice on social media is low self-esteem, and more than seven in ten agree that self-esteem is better when social media costs less. The current approach to beauty advertising is to literally undermine the mental health of young women.
Social Media Double Edged Sword
Research shows that the impact of social media on the transmission of physical ideals is greater than that of broadcast media. This further affects the lack of plus-size expression. As young women scroll through the feed, they absorb a message about who is worthy of being seen and celebrated.
The digital age, characterized by the ubiquitous social media, provides a platform to amplify these issues, constantly exposing idealized body images, and encourage comparisons that exacerbate physical dissatisfaction and psychological distress. Beauty brands have the power to change this story.
No one talks about the workforce
Plus-size millennials and Gen Z shoppers already have fewer acquisitions than older generations, and are further affected by persistent discrimination based on workforce size. The lack of expression in beauty ads strengthens workplace discrimination by perpetuating the idea that only certain body types are professional or accepted.
The benefits of a good look at the workplace and beyond not meeting the standards of appeal are associated with serious social and economic penalties, and appearance becomes a more important requirement of the job. Beauty advertising plays a direct role in defining these “standards.”
Cultural changes that are happening
Brands using plus-size models in their AD campaigns rose to 41% in 2025, with major fashion retailers such as ASOS, Savage X Fenty and Good American leading the push. Some companies are receiving messages, but it’s happening slowly and unevenly across the industry.
The dominance of women’s plus-size clothing is largely due to the movement of robust and vocal positivity and inclusiveness, where women are actively looking for fashionable, appropriate and diverse clothing to celebrate their bodies. Consumer demand is driving change from the bottom up.
The luxury problem
Luxury brands continue to create campaigns that only speak to a small portion of their potential female clients. This represents one of the biggest opportunities for modern luxury retailers to enable brands that recognize this gap to gain important market share. High-end beauty and fashion brands resist comprehensive advertising, especially.
Of the 8,763 looks presented in 208 shows and presentations, 0.8% were plus size (US 14+), less than 1% of the runway looks that featured plus size models in 2024.
Research on actual body positivity
After seeing body positive campaigns like Aeriereal and Dove Real Beauty, self-esteem and mood improve, but certain ad campaigns have sought to promote body acceptance compared to campaigns that perpetuate thin ideals. The positive effects of comprehensive advertising are measurable and important.
Experimental and longitudinal studies have shown that seeing positive body social media content is beneficial for female body images, such as physical satisfaction and physical assessment, but seeing positive body content may be somewhat beneficial for body images. This study supports what common sense suggests.
International perspective
Media pressure, particularly the ideal of unrealistic beauty, can create concerns about body image in Chinese and Western cultural environments, and while the global popularity of social media exacerbates the issues of female body image, in 2020, body aggression gained popularity on Chinese social media. This is not just an American issue.
According to Harper’s Bazaar, in 2025, the comprehensive product line across Indian beauty brands increased by 35%. Some regions have made faster progress than others, suggesting that cultural attitudes and market pressures are very different.
The future is still being fought
In 2025, inclusion feels like a radical act rather than a standard practice, but representation must be greater than optics. We deserve to see ourselves perfectly with our show lineup, campaign imagery, and clothing sizing. The battle for vision continues. Because alternatives have real consequences for millions of women.
As we navigate the complexities of physical shame in 2024, it is essential to recognize the power of media in shaping social attitudes. The initiative promotes physical positivity and diversity to dismantle harmful norms and foster a more inclusive society. Changes are happening, but there is a need for constant pressure and vigilance.
Numbers don’t lie. Plus-size women represent the majority of their potential customers and generate revenue for hundreds of billions, but are largely lacking in beauty campaigns designed to reach them. This is not just an expression for itself. It’s about recognizing economic realities, supporting mental health, and allowing beauty to come in more ways than the industry is trying to acknowledge. The battle for vision continues. Because if two-thirds of women are considered “plus size” by industry standards, it may be the standard that they need to change rather than women.
Source: The Curvy Fashionista – thecurvyfashionista.com
