She’s Not Plus Size! ASOS Curve Responds to Model Controversy

by Contributor Shannon Hiett

I have been an ultimate fan and dedicated consumer of the ASOS Curve brand for the past year.

I find their clothing to be figure flattering, body conscious, and on trend; which is occasionally difficult to come by as far as plus size fashion goes.

ASOS Curve crosses plus size fashion boundaries by providing plus size women the option to look fabulous, sexy, and pretty; all at the same time, without breaking the bank.

The smaller model featured by ASOS Curve

Just when I think I cannot love this brand anymore, with their desirable style and price tags, I wake up to the following update on their Facebook page (

Curvettes we hope you all had a nice weekend.

We just wanted to write a post about our models, as we know there have been some un-happy bloggers writing posts and also comments on here.

In the plus size industry a plus size model is considered anything from a size 12 upwards, silly we know but then the models used on main range are a size 6, and [let’s] face it only a small percentage of the world are a size 6, so shoppers of a size 16 have the same problem as some of you face with visualizing the style on themselves. Curve has always ensured the models used on the site are around a size 16, admittedly some do look just under but happily some over too.

We do appreciate though the new model recently used is far smaller than the standard we set. She is beautiful we know, but we will not be using her again as we do not think it sent out the right message to our shoppers, and we hope we did [not] offend any of you.

Thank you to everyone who filled in our on-line survey, and please be assured we take into account all the messages on here too. We are very happy with the regular models we use, and also our new model we used on our Premium range as we feel all of these offer a plus size look. We do agree though this is an area we can improve on as many of you would like to see clothes on a size 20 model. We hear you but unfortunately this size model is not a standard in the industry and therefore not very easy to find, however this doesn’t mean we don’t try. We really do listen to you, so watch this space x

As a plus size woman, who is a size US 18 / UK 22; I appreciate the fact that ASOS Curve is catering to their consumer and making an effort to listen to the feedback they are receiving and responding appropriately. It is not often that you find a large, reputable retailer listening to their consumer and responding, rather than simply reacting.

PMM Copy Editor, Shannon Hiett wearing ASOS Curve; Size US 18 / UK 22


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