Let’s be real… something is way off in fashion right now. You can feel it, can’t you? Plus size representation in fashion ads is still shockingly rare, despite the fact that most women wear a size 14 or above and are ready to see themselves reflected in style.
Flip through the latest glossies or scroll through your favorite luxury brand’s IG and try spotting someone above a size 10. Spoiler: you probably won’t. According to Vogue Business, of over 8,700 looks shown across 208 Spring/Summer 2025 runway presentations, less than 1% featured plus size models. Meanwhile, 67% of American women wear a size 14 or above.
So, what is really going on?
This isn’t just about who gets to stomp the runway. It’s about who gets to exist in fashion’s visual language. And right now, plus size women, the majority of consumers, are still being edited out of the frame.
Let’s talk about it.
We Are the Majority, So Why Are Plus Size Women in Fashion Ads Missing?
Let’s get this straight: plus size women aren’t asking to be included in a space they don’t belong. We are the space.
With the average American woman wearing a size 16–18, the numbers don’t lie. We’re not a niche. We’re the main character. Yet most brands are still acting like we’re some side plot.
And it’s not just about who’s on the runway. It’s about who’s in the campaign. Who’s featured on the website. Who gets that dreamy Instagram moment. And more often than not, it’s not us.
The Ozempic Effect Is Real
Now, we can’t talk about this shift without addressing the elephant in the (skinny) room: the Ozempic effect.
Once reserved for diabetes management, GLP-1 drugs like Ozempic, Wegovy, and Mounjaro have now become a Hollywood go-to for rapid weight loss; and that influence has definitely trickled into fashion. Celebrities are shrinking. Influencers are reshaping. And the runway? It’s falling right back in love with thinness.
It’s giving 2003 reboot. And not in a good way.
But Here’s the Part No One Talks About
You’d think fashion brands would be all over plus size representation by now, especially considering the plus size fashion market is projected to hit over $200 billion by 2034. Yep. Billion with a B.
So why aren’t more brands showing up for this audience?
It’s not about dollars. It’s about discomfort. Because honoring plus size bodies means facing the industry’s deep-rooted fatphobia… and not every brand is ready to do that.
Let’s Talk About Fit (Because Whew…)
Even when brands do include plus size models, they often miss the mark where it really matters: FIT.
We’ve all seen it. The one plus size model in a look that’s clearly not made for her body, just a bigger version of a straight-size design. No tailoring. No shaping. No thought.
As model and creative director Steven Green put it, “They just went with something that was big, not really tailored to the body.” (And he’s not wrong.)
Bad fit isn’t just a fashion faux pas. It’s a red flag. It tells us this wasn’t made for us- it was made despite us.
So, what’s Really Going with Plus Size Representation in Fashion Ads?
Let’s break it down:
- Creative control matters. When women are designing for women, especially women who understand body diversity, the casting tends to reflect that. Case in point: Moschino’s fall collection was 100% straight-size under a new male creative director, after a previous season (curated by women) featured 9% mid and plus size looks.
- Casting agencies still gatekeep. Some agencies won’t let their top models walk with lesser-known names. So, if one or two famous curve models are unavailable, they just… don’t cast anyone plus.
- There’s still a global culture gap. In markets like South Korea, for example, size-inclusive ads aren’t yet embraced, so global brands often default to the most restrictive look across all their campaigns.
And let’s be honest, sometimes it’s just plain old fatphobia dressed in trend forecasting.
But the People Want What the People Want
Here’s where things get juicy.
Plus size creators consistently outperform their straight-size counterparts on platforms like TikTok and Instagram. In fact, engagement rates for plus size fashion content are estimated to be nearly 48% higher than average. That means audiences aren’t just okay with size diversity… they crave it.
When folks see bodies that look like theirs? They stop. They comment. They buy.
So, if you’re a brand still pretending that only size 2 sells? You’re not paying attention.
Brands That Get It Right
It’s not all doom and gloom. Some brands are doing the work and doing it well by giving us a little plus size representation in fashion ads… a little, but it is progress, right?
In 2024, 38% of fashion campaigns featured plus size models. And while that’s still way too low, it’s progress. Brands like Good American, Savage X Fenty, Bach Mai and ASOS have made diversity a central part of their visual identity, not a side note.
The result? Stronger brand loyalty, higher customer engagement, and campaigns that actually reflect the people buying the clothes.
There Is Hope, If Fashion’s Willing to Listen
Designers like Marco Rambaldi are showing that size inclusivity doesn’t have to be a trend, it can be a value. In Milan, Rambaldi featured the highest number of plus size looks (9.1% of the collection), with the casting described as a love letter to all bodies deemed “different.”
And that’s the point.
When representation is authentic, it’s powerful. It makes people feel seen. It inspires confidence. It builds community. And yes, it drives sales.
Final Word: This Isn’t Optional Anymore
If fashion wants to be relevant, it needs to reflect reality. Plus size representation in fashion ads isn’t a luxury or a trend. It’s a baseline expectation.
We’ve waited. We’ve watched. We’ve spoken up. The question is no longer if brands should be more inclusive, it’s why haven’t they already?
So, to the brands still dragging their feet: your audience is here. We’re loyal. We’re stylish. And we’re ready to spend. The only thing missing… is you showing up for us.
Let’s keep this conversation going. What brands do you think are getting plus size representation right? What ads have made you feel seen (or erased)? Drop your thoughts in the comments… we’re listening.
