In recent years, the average American woman has settled comfortably into a size 16. So why are mainstream clothing retailers still ignoring her needs? As a woman who typically wears between a size 14 and 16, I find it increasingly frustrating that finding clothing in my size is like searching for a needle in a haystack.
Clothing brands, what gives? Is it really so challenging to produce enough sizes 14 and 16? Every time I venture out to shop, the racks are picked clean of those sizes. It’s not just a coincidence—those numbers are flying off the shelves! It’s clear that many women fit into these sizes. So why not stock more of them? Don’t even get me started on the excuses about how to style the average woman’s figure; that’s what fit models are for. Here’s a revolutionary thought: how about making those sizes without the “plus” label?
“Plus-sized?” Says who? If we’re going to label sizes, shouldn’t it reflect the reality of the average woman’s body? How about we eliminate those unnecessary tags altogether and simply offer sizes that fit everyone? I can easily recognize that a size 16 is just that without needing it to be categorized as “plus-sized.” Most women I know are capable of reading a size tag without the need for a distinct section of the store.
Here’s another idea: use models who actually wear those sizes in your advertising! It’s baffling to see how many stores like Express, Banana Republic, and Gap have sizes up to 14 or 16, yet you won’t find anyone who fits those sizes showcased on their websites.
Tim Gunn, from Project Runway, recently pointed out a shocking statistic: the average American woman is now between a size 16 and 18, and yet there are over 100 million plus-size women in the U.S. still largely ignored by major designers. He described shopping for size 14+ clothing as a demoralizing experience—and I couldn’t agree more.
It’s rather absurd that my clothing options are often labeled under a huge sign that reads “WOMEN’S PLUS.” Really? Do you see signs for size 0 or 2 that say “REALLY THIN WOMEN”? Of course not.
Stores like Express and Banana Republic may offer size 14, but you’ll search in vain for models of that size on their sites. H&M claims to have “plus size” clothing, but their collections stop at size 12. Meanwhile, GAP may carry sizes up to an XXL, but good luck finding a model that represents that size on their site. Why is the average American woman seemingly unwelcome in these brands?
It’s time for retailers to recognize that they are neglecting a significant portion of the population. And let’s take a cue from Target Australia, which featured diverse body types in their swimsuit campaign. What if all sizes were displayed on the same racks instead of segregated into “plus” sections?
“This is the reality of women’s shapes today, and designers need to acknowledge it,” Gunn emphasized. We are eager to shop but are asking for better representation and options in stores.
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In summary, the fashion industry must adapt to the reality that the average woman is a size 16. Retailers should stop labeling and start representing all women in their advertising and product offerings.