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Plus Models Are Disappearing… PLUS Model Magazine Tackles the Controversial Subject of “What is Plus Size?” in the January Issue

Jan 2014 cover 600x900Featuring two plus models of different sizes, side-by-side, in the same outfit and poses, PLUS Model Magazine tackles the controversial subject of ‘Model Sizing’ in the January 2014 Issue.

PLUS Model Magazine (PMM),, inspiring the style-savvy, fashion-forward, full-figured woman to embrace her curves, tackles the controversial issue of “What is Plus Size?” in the January 2014 issue. Plus Models are disappearing… typically, plus size fashion begins at a size 12, but more and more industry professionals are pushing the envelope to include size 10, all the while pushing out the larger size models, leaving shoppers to ask themselves, “Where do I belong?”

PMM Editor-in-Chief, Madeline Jones, the outspoken advocate for plus women, has a lot to say on this subject:

I remember the days when plus fashion began at a size 14. When I started my career in this industry there were models size 18 in campaigns and on the cover of catalogs. As the brands continued to compete for our dollars and mainstream acceptance, they have been hiring and asking the modeling agencies for smaller and smaller models; there are brands that do not use plus size models at all and occasionally will use a size 10 or 12.

We do not understand why an industry that is based around selling to plus size women refuses to be seen as such. If you stand outside any plus size brick-and-mortar store for 2 hours, the size of the women going in and out are mostly size 18 through 24, these are the most popular sizes. Why not market to her? Here are the top two answers I have been given by many fashion industry professionals:

1) Bigger models do not inspire plus size women to shop/buy.

2) Plus size women will not invest in their wardrobe because they always think they will be losing weight and it’s not worth it to spend money on quality right now.

But is this true? In a survey taken by PLUS Model Magazine in 2010 the results were overwhelming.

  • 1,722 women took the survey
  • 91.3% of women said they would like to see models larger than size 12 in plus size advertisements and campaigns.
  • 94.8% of women said they did not consider size 6, 8 and 10 models to be representative of the plus size market.
  • 64.5 of women said the size of the model affects the way they shop.

Click here are the latest numbers from our 2013 survey on the same subject:

A Call to Action…

To the Plus Size Fashion Industry – If you are a brand or designer offering plus size clothing, you should be proud of that and cater to your customer and stop being so scared of being seen as different, we are not. Plus size women are more confident than ever and we need models, designers and fashion brands to be just as proud as we are if we are going to continue to make progress.

To the Plus Size Consumer – Support the brands that support your curves. Do not be afraid to voice your opinion directly to the brands on their social media channels. Brands are watching carefully; if enough of us are heard, they will listen.

To read more about our feature “What is Plus Size?” and see the accompanying fashion editorial, you can find the January 2014 issue of PLUS Model Magazine here:

About PLUS Model Magazine | inspiration+style

Editor-in-Chief, Madeline Jones / PLUS Model Magazine (PMM), inspires the style-savvy, fashion-forward, full-figured woman to embrace her curves. PMM hit viral status in January 2012 for their explosive and controversial editorial, “Plus Bodies, What’s Wrong with Them Anyway?” and has appeared on/in ABC World News with Diane Sawyer,,, Entertainment Tonight and 200+ other media outlets around the world.

PMM is a thought-leader shaping the plus size industry and providing a barometer for the season’s latest style trends for curvy women. With a monthly magazine featuring stunning editorials showcasing plus models, as well as ‘How-to-wear’ columns and shopping guides at all price-points, PMM reports on style, beauty and topical news, all while engaging our reader in lively and meaningful conversation on our daily blog and social media.

Developed, designed and written by plus women, for plus women, PMM understands and speaks directly to the heart of our reader, because we are our reader.



  1. Donna Foreverserenity

    January 4, 2014 at 7:42 am

    Thats just madness!! I have written about this before on my blog. It is mind boggling that “the industry” and the people in charge chooses to do whatever they want to just because they can. This smacks of indifference to us who are plus size. What does it matter if I want to lose 20 pounds? I am still never going to be a size 0! Its just a cop out on their part and I agree that we must make our voices heard, and we must show them that we DO MATTER!!! I will follow up on my blog about this in the coming weeks and will refer to this article.

  2. divadellecurve

    January 5, 2014 at 11:45 am

    I absolutely agree, here in Italy we have only a few plus size brands and they all have a US size 10. These brands even fear collaborating with bloggers who wear a size beyond 18 which is absurd… one one hand they say things are changing and on the other hand they are going backwards….

  3. Robertha St Hillaire

    January 7, 2014 at 6:28 am

    I always wanted to be a model, but I knew that I was too big. I never looked like the girls in the magazines or on TV. I tried and tried to get to that size but then one day something wonderful happened. I accepted who I was and I was happy. I always tried to look my best and I dressed the body I had not the one I wanted.

    Years later, I am slowly seeing an awakening in fashion, but it is slow in coming and hard for many to accept. I am confused sometimes when brands claim they sell plus sized but they do not feature plus size models in their ads. How do I know that you really have clothes to fit me? Why is it so hard to show all sizes, who created this mold of what the right size to showcase is? Why have we accepted it for so long?

    We do need to question the brands and keep letting our voice be heard. The louder it is the harder it will be for them to ignore. I just want to be accepted as a beautiful, stylish woman in spite of my size.

  4. Sarah W.

    February 27, 2014 at 6:27 pm

    What about women in the 12-18 range? What about women that are UNDER 5’6″ and 5’7″? These measurements come closer to the national average. Where are the petite plus size clothes and the petite plus size models? It seems to me that a brand could make a lot more money catering to a majority of real women than an ideal, Plus size or not. As a woman in this demographic, I am either left to shop in the juniors or petites therefore leaving me looking like a teenager or an old lady. Where can one find some sophisticated couture at 5’4″ and a size 16? Where!?

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