Plus Sized Fashion Appreciation Day: Growth, Gaps, and the Brands Leading the Way
October 6 marks Plus Sized Fashion Appreciation Day—a moment to celebrate the progress made in inclusive fashion, spotlight the brands doing it right, and call attention to the areas still lagging behind. As the fashion industry continues to evolve, the plus-sized market is no longer a niche—it’s a powerful, growing segment that reflects the reality of how people live, move, and express themselves.
The Market Is Growing—Because the Demand Is Real
The U.S. plus-size clothing market is projected to grow from $102 billion in 2023 to nearly $157 billion by 2032, with a steady CAGR of 4.9%. This growth is driven by shifting cultural attitudes, increased visibility of diverse body types, and a rising demand for stylish, well-fitting clothing across all sizes. The body positivity movement, social media advocacy, and celebrity influence have helped normalize plus-size fashion and push brands to expand their offerings.
And yet, the disconnect remains: while the average American woman wears between a size 16 and 18, many brands still treat anything above a size 12 as “extended.” This outdated framing not only limits access to fashion—it reinforces harmful ideas about who gets to be seen, celebrated, and styled.
Lingerie: A Specific Point of Struggle
One of the most persistent gaps in plus-size fashion is lingerie. While outerwear and everyday apparel have made strides, the lingerie industry continues to lag behind. Many reputable brands still cap their offerings around a 42 band or 3XL, leaving fuller-figured consumers with limited options—often in lower price points and quality tiers.
This isn’t just a sizing issue—it’s a visibility issue. Lingerie is about support, comfort, and confidence, and every body deserves access to pieces that deliver on all three. Professionally fitted data suggests that the average U.S. bra size is closer to 34E, with cup sizes like F or G being far more common than most retailers acknowledge. Yet many big-box stores continue to frame smaller size runs (like 34B or 36C) as the standard, subtly encouraging shoppers to “fit into” what’s available rather than offering options that actually fit.
This retail strategy mirrors the broader issue of vanity sizing, where brands manipulate size labels to make consumers feel smaller. A size 14 in one store might be labeled as a 10 in another, and a 2XL might fit like a large. These tactics distort our perception of what “plus size” even means, often erasing the reality that most Americans do not fall into the XS–M range.
Brands That Are Getting It Right
Thankfully, a growing number of brands are leading with inclusivity, designing for plus-sized consumers from the start—not as an afterthought. Here are some standout names:
Thickett – A hiking and outdoor brand built specifically for plus-sized adventurers. Thickett’s gear is designed for movement, durability, and confidence on the trail.
Target’s AVA & VIV – One of the most accessible and stylish plus-size lines in big-box retail. AVA & VIV offers trend-forward pieces in sizes up to 4X.
Universal Standard – With sizes ranging from 00 to 40, Universal Standard sets the bar for inclusive fashion with minimalist silhouettes and fit-first design.
Eloquii – A fashion-forward brand offering bold styles in sizes 14–28, known for tailoring and trend-driven collections.
Thistle & Spire – A lingerie brand known for edgy, fashion-forward designs and extended sizing, offering inclusive styles without compromising on quality.
Elomi – A leader in plus-size lingerie, offering bras in band sizes up to 48 and cup sizes up to K, with styles that prioritize both support and beauty.
💬The Bottom Line
Plus-sized fashion isn’t a trend—it’s a reflection of real bodies, real lives, and real style. As we celebrate Plus Sized Fashion Appreciation Day, we honor the progress made and advocate for deeper change. From trail-ready gear to everyday essentials and supportive lingerie, the future of fashion is inclusive—and every category, from outerwear to intimates, needs to catch up.
At Guided Makers, we help product brands move from intention to execution—whether you're exploring extended sizing, refining fit across body types, or building inclusive collections from the ground up. Our team supports you with expert development, sourcing, and strategy to ensure your products meet real needs with integrity and impact.