PLUS Model Magazine (PMM), plusmodelmag.com, 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?”
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.
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: http://plusmodel.uberflip.com/i/235350
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, FoxNews.com, HuffingtonPost.com, 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.