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Lauren Grayโ€™s What Lo Wants Is Redefining Size-Inclusive Fashion

Katie Bradshaw by Katie Bradshaw
3 months ago
- Last edited by: Kerbi Lynn -
Reading Time: 5 mins read
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What Lo Wants

What Lo Wants

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The fashion industry often preaches that style is for everyone, but finding trendy, well-fitting clothing in all sizes remains a challenge. Enter Lauren Gray, the 27-year-old founder of What Lo Wants, an online clothing brand that ranges from small to 5X. Her mission is to ensure confidence comes in every sizeโ€”without compromise.

Lauren Gray; @thelaurengray on Instagram
Lauren Gray; @thelaurengray on Instagram

Grayโ€™s journey into the world of size-inclusive fashion started after graduating from Pitzer College. She initially landed a job at a tech company that had just launched an app for reselling clothing. While helping to build the appโ€™s community, she noticed a glaring gap in the secondhand fashion market: a lack of size inclusivity. That realization sparked the idea for her own brandโ€”one that would finally offer the fashion she had always wanted but struggled to find.

What Lo Wants Has a Deeper Meaning

The name What Lo Wants carries a personal touch. Gray, affectionately called โ€œLoโ€ or โ€œLoloโ€ by close friends and family, found inspiration in a casual conversation with a friendโ€™s mom.

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โ€œI was always like, โ€˜I want to wear this, or I want to wear that, I want to wear what my friends are wearing.โ€™ So I was talking to my best friendโ€™s mom, who was pretty much like my mom, and she was like, โ€˜Itโ€™s whatever Lola wants.โ€™ She calls me Lolo, but no one else does,โ€ Gray recalled. โ€œAnd I was like, oh, โ€˜What Lo Wants?โ€™ That sounds so cute. On the plane coming back from Curvy Con, I just wrote it out on a napkin, and I kept that napkin, and now I have it tattooed on my arm.โ€

A Bigger Goal for Fashion

For Gray, size inclusivity isnโ€™t just about availabilityโ€”itโ€™s about changing how people think about fashion.

โ€œItโ€™s funny because you want fashion to fit correctly, you want it to be made for your body, but you donโ€™t want style to be made for your body,โ€ she explained. โ€œI would like to see fashion not be tied to size in terms of style. Like, I choose what I want to wear, so I should be able to choose from all these options, versus, these are my options. This is what I have to wear.โ€

Gray acknowledges that the industry has made progress but notes recent setbacks, particularly with the rise of weight loss drugs and shifting body size trends.

โ€œObviously, everyone knows it feels like fashion is going backward,โ€ she said. โ€œI think it definitely is becoming a little harder. And I think, I mean, itโ€™s a huge conversation.โ€

As both a consumer of fashion and a business owner, Gray has observed the ongoing discussion around weight loss drugs. While she hasnโ€™t seen a drastic shift in sales due to these trends, she remains attuned to how body standards continue to evolve.

โ€œFor me personally, I think I always just worry about whether itโ€™s someone being impressionable and feeling like they have to do something versus wanting to,โ€ she said. โ€œI feel like I was very impressionable, I was gullible, my friends would say. So for me, it was, โ€˜Okay, do I feel like I need to lose weight because everyone else is doing it, or is there something that I feel like I want to change about my body?โ€™ Like, I get it. Iโ€™m human.โ€

โ€œSo I think itโ€™s just like everyone in this new age needs to be a little bit more smart [with weight loss drugs]. But itโ€™s still your choice. I think body positivity is what it is. Itโ€™s whatever you want to do with your body, and itโ€™s not my business.โ€

Encouraging Confidence in Fashion

Gray believes that fashion should empower people to feel good in their own skin, rather than forcing them to conform to outdated beauty standards.

โ€œThere used to be this huge push for, โ€˜Just embrace your body, dress like you want, who cares what people think?โ€™ But I think itโ€™s like, well, what actually feels comfortable to you?โ€ she said. โ€œIf that feeling comes from like, โ€˜Iโ€™m worried what other people will think about my arms,โ€™ okay, letโ€™s work on that and realize that literally no oneโ€™s looking at your arms. I promise you, no oneโ€™s looking at your arms.โ€

She encourages people to take small steps toward confidence.

โ€œThe first time youโ€™re like, โ€˜Oh my God, Iโ€™m finally wearing a crop top, everyoneโ€™s looking at me.โ€™ The second time youโ€™re like, โ€˜I donโ€™t care if they look at me.โ€™ The third time, youโ€™re like, โ€˜No oneโ€™s looking.โ€™โ€

Lauren Gray; @thelaurengray on Instagram
Lauren Gray; @thelaurengray on Instagram

The Future of What Lo Wants

As a direct-to-consumer brand, What Lo Wants has found success, but Gray has her sights set on expansion.

โ€œI love being a DTC brand. It works well, weโ€™re still manufacturing in the U.S., so our price point is a little bit higher because weโ€™re paying U.S. labor,โ€ she said. โ€œThat means that it is harder to distribute through other channels, like doing wholesale and being in Nordstrom or something like that. But thatโ€™s where Iโ€™d love to move towards in the future.โ€

With a mission that prioritizes confidence, inclusivity, and personal choice, Gray isnโ€™t just selling clothesโ€”sheโ€™s reshaping the narrative around fashion and size. And with What Lo Wants continuing to grow, the future of size-inclusive fashion looks bright.

Tags: plus size designersplus size fashionWhat Lo Wants
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Katie Bradshaw

Katie Bradshaw

Katie Bradshaw is a graduate student at New York University studying journalism on the magazine and digital storytelling track. She received her bachelor's degree from Baylor University.

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