The Shocking Reality of Fashion Week’s Size Statistics
The numbers don’t lie, and they tell a disturbing story about the fashion industry’s treatment of plus-size women. Of the 8,763 looks presented across 208 shows and presentations, 0.8 per cent were plus-size (US 14+), 4.3 per cent were mid-size (US 6-12) and 94.9 per cent were straight-size (US 0-4). Let that sink in for a moment – less than one percent of runway looks featured plus-size models in 2024.
The cruel irony becomes even more apparent when you consider that approximately 67% of American women wear a size 14 or above. This means the vast majority of American women are considered “plus-size” by industry standards, yet they’re virtually invisible in luxury fashion campaigns. The majority of American women are being systematically excluded from the visual language of fashion.
The Multi-Billion Dollar Market Being Ignored
While luxury shoe brands chase after a narrow demographic, they’re missing out on an enormous financial opportunity. The global plus size clothing market was estimated at approximately USD 180-190 billion in 2024 according to various industry reports. The market is expected to grow from USD 125 billion in 2025 to USD 202.4 billion in 2034, at a CAGR of 5.5%. These aren’t niche numbers – this represents massive economic potential.
The women’s luxury footwear market itself is experiencing significant growth. The women’s luxury footwear market, valued at approximately USD 27-30 billion in 2024 according to industry analyses, is projected to experience significant growth through 2035 developing at a CAGR of 8 3 during the forecast period Yet plus-size women remain largely absent from the marketing campaigns targeting this lucrative segment.
The Alarming Decline in Representation
What’s particularly concerning is that this lack of representation isn’t improving – it’s actually getting worse. This isn’t just a seasonal blip – it’s become the new normal after years of declining representation. The fashion industry seems to be moving backwards on inclusivity, despite years of advocacy and consumer demand for better representation.
The body positivity movement has lost steam in mainstream culture as the pendulum has swung back to the glamorisation of thinness, amid the rising use of Ozempic and the subsequent shrinking of celebrities and influencers. This cultural shift has given brands permission to retreat from their inclusivity commitments.
When Brands Do Include Plus-Size Women, They Often Get It Wrong
Even when luxury shoe brands attempt to include plus-size models, the execution is often problematic. “Brands also should be careful to make sure plus-size garments fit as well as straight-size ones,” said Steven Green, plus-size model, photographer, art director and consultant. “The fit was terrible,” Green said of one campaign he saw. “They just went with something that was just big and not really tailored to the body”.
This half-hearted approach does more harm than good. When brands use plus-size models in poorly fitted clothes, it feels like tokenism rather than genuine inclusivity. The result is advertising that looks performative rather than authentic. Plus-size consumers can easily spot when brands are simply checking boxes rather than genuinely caring about their experience.
The Social Media Success Stories Brands Are Missing
While luxury brands ignore plus-size women in their campaigns, these consumers are thriving on social media platforms. Studies suggest that plus-size creators often see strong engagement rates on TikTok and Instagram, with some research indicating higher engagement compared to their straight-size counterparts. This demonstrates clear consumer interest and engagement with plus-size content.
Smart brands have already recognized this opportunity. Brands using plus-size models in ad campaigns rose to 38% in 2024 Major fashion retailers like ASOS, Savage X Fenty, and Good American led this push, using diverse body types in both digital and print campaigns. These brands aren’t just checking boxes – they’re building customer loyalty through authentic representation.
The Research Proves Inclusive Marketing Works
Academic research consistently shows that inclusive advertising benefits brands financially and emotionally. The results indicated that inclusive advertisements depicting models with diverse body sizes had a positive main effect on brand attitude and an indirect effect on brand attitude and purchase intention. Brand warmth mediated the positive effect of diverse body sizes on brand attitude and purchase intention. The research backs up what many consumers already know instinctively – representation matters for brand connection.
Despite this evidence, luxury shoe brands continue to invest millions in campaigns that exclude their potential customers. The irony is staggering: brands are spending millions on advertising to reach customers while simultaneously excluding the majority of their potential market from that very same advertising.
The Designer Problem Behind the Scenes
Part of the issue stems from who’s making the creative decisions in luxury fashion. Many of the new appointments were men, which appeared to affect size inclusivity results. Some fashion critics suggest that when women design for women, there’s more of a focus on a humanised and embodied way of designing, rather than viewing the female form as an object to decorate.
The concentration of decision-making power in the hands of people who don’t represent the consumer base creates a disconnect between what brands produce and what customers actually want. This structural problem means that even when market data shows demand for inclusive representation, the creative vision often remains narrow and exclusionary.
The Global Luxury Market’s Missed Opportunity
The luxury footwear market continues to expand globally, with significant growth expected across all price points. The global luxury footwear market size accounted for USD 38.66 billion in 2024, grew to USD 41.38 billion in 2025 and is predicted to reach around USD 76.34 billion by 2034, registering a CAGR of 7.04% between 2024 and 2034. Women represent a significant portion of this market, with the women segment dominated the market in 2023 with a revenue share of 46.9%.
Yet luxury brands continue to create campaigns that speak to only a fraction of their potential female customers. The disconnect between market potential and marketing reality represents one of the biggest missed opportunities in modern luxury retail. Brands that recognize and act on this gap could capture significant market share from competitors who remain stuck in outdated approaches to beauty and representation.
