recently announced that it's removing the
"plus" section of clothing from its home
page, and is in the process of eliminating
plus-sized language from its website.
a makeover of sorts sweeping the fashion industry ó
but itís not about what clothes look like. Instead, itís
about how retailers are talking about them.
the e-commerce site specializing in vintage-inspired
fashions and accessories, recently announced that itís
removing the "plus" section of clothing from
its home page, and is in the process of eliminating
plus-sized language from its website. Shoppers will be
able to find sizes for a range of body types all in one
place on the site, or there will be a way for them to
search for pieces that come in sizes above XL via a
filter to be called "extended sizes," which
someday could also include petite, tall and other size
mission is to help women feel like the best version of
themselves, and we believe this is another way we can
promote inclusivity," co-founder and chief creative
officer Susan Koger said in a statement. Koger, a
Carnegie Mellon University graduate, started the company
in 2002 with Eric Koger, whoís now her husband.
Employees are based in Pittsburgh, San Francisco and Los
online retailer conducted a survey about the experience
and perceptions of plus-sized fashion. It involved about
1,500 women ages 18 to 35 in the United States who
identify as wearing a size 16 or larger. About 60
percent of them reported feeling embarrassed about going
to a separate store or department to find their size,
the survey found, while about 65 percent said theyíd
prefer to find their size in the same section as all the
and the siteís "ModStylists" witnessed these
findings firsthand at its recent pop-up shops in Los
Angeles and San Francisco. In these temporary
brick-and-mortar stores, styles in many sizes were
displayed side by side, rather than in their respective
sections, and the response from shoppers was positive.
ModCloth also strives to carry styles that are available
in many sizes. For instance, most pieces in its debut
in-house label of dresses and separates, called You x
ModCloth, come in sizes XS through 4X.
ModCloth isnít the only retailer trying to better
cater to curvy fashionistas. Department store chain J.C.
Penney is launching more options for sizes 14W to 24W
and 1X to 3X in stores and online. It also plans to
replace the plus-sized apparel section on its website
with something called "The Boutique," which
will be stocked with looks for fuller figures for
daytime, social occasions and fitness.
making headlines this fall has been Lane Bryantís new
#PlusIsEqual campaign, a series of black-and-white
images by fashion photographer Cass Bird that features
plus-sized models proudly showing off their curves. Itís
been splashed across TV ads, social media and major
fashion magazines like Vogue. Thereís even an app that
allows any woman to superimpose herself onto a billboard
image of the campaign that can be shared on social
to Lane Bryant, which specializes in womenís sizes 14
through 28, 67 percent of U.S. women wear a size 14 to
34, but those women often arenít seen in fashion
editorials, on television or elsewhere in the media.
believe all women should be seen and celebrated
equally," the retailer declares on the campaignís
website, plusisequal.com. "Itís time to