Finding clothes that actually fit shouldn’t feel like searching for a needle in a haystack. Yet millions of shoppers face this exact frustration every single time they visit the mall. Retailers often promote body positivity on social media while hiding their extended sizes exclusively online.
True inclusivity means offering the same stylish options for every body type without making anyone feel like an afterthought. Here is a look at the companies putting their money where their mouth is and the ones falling completely flat.
Universal Standard Sets The Gold Standard
Universal Standard threw out the old playbook and completely revolutionized how we shop for clothes. They offer every single piece in their collection in sizes ranging from 00 to 40. This approach eliminates the frustration of falling in love with a piece only to find out it stops at a size twelve.
The brand even offers a brilliant program that replaces your garments for free if your body changes within a year. In the United States, approximately 67 percent of women wear a size 14 or larger, according to Market Growth Reports. Universal Standard recognizes this reality and treats every single customer with the same level of respect.
Good American Solves The Fit Puzzle
Shopping online for jeans usually ends in tears and a trip to the post office for returns. Good American changed the game by showing every single item on models of various sizes. You can click through different body types to see exactly how those jeans will look on your specific shape.
They also invented a size 15 to bridge the massive gap between straight and sizes. Market Research Future reported in 2024 that the global plus-size clothing market reached a staggering 326.9 billion dollars. Good American clearly wants a piece of that massive pie by actually providing options that fit properly.
Torrid Knows The Plus Size Customer
Torrid has been in the trenches for years serving customers who wear sizes 10 through 30. They do not just scale up small patterns and hope for the best as many other retailers do. Their designers actually fit clothes on plus-size models to make sure everything hugs the right places.
You will find everything from office wear to pop culture graphic tees in their stores. They understand that people want to express their personality through fashion without sacrificing comfort. Walking into a Torrid store feels like a breath of fresh air because every item on the rack is actually an option.
Girlfriend Collective Masters Inclusive Activewear
Finding workout gear that stays put during squats is basically a competitive sport. Girlfriend Collective answers the call with high-quality activewear available up to a size 6XL. They use recycled water bottles to make their leggings, which gives you a great excuse to buy another pair.
A recent study by Fast Simon revealed that while 85 percent of retailers show search results for plus-size clothing, only 43 percent of items are genuinely plus-size. Girlfriend Collective cuts through that illusion by offering true inclusivity across its entire product line. They make sure everyone can hit the gym or lounge on the couch in matching eco-friendly sets.
Savage X Fenty Redefines Intimates For All
Rihanna completely shook the lingerie industry when she launched Savage X Fenty. She tossed outdated beauty standards out the window and embraced models of all shapes and sizes in her spectacular fashion shows. The brand carries bras up to a 46DDD and underwear up to a 4X.
The shopping experience feels like an exclusive club where absolutely everyone is invited to the party. They make incredibly sexy pieces that offer real support instead of just basic beige bras. Shoppers finally have a brand that celebrates their bodies loudly and proudly.
Old Navy Backtracks On Big Promises
Old Navy made a massive splash in 2021 with its BODEQUALITY campaign. They promised to offer all sizes in every single store without any price differences or separate sections. Shoppers celebrated the move as a monumental victory for accessible fashion at the mall.
Fast forward a bit, and they quietly pulled those extended sizes out of their physical locations. They claimed customer demand did not meet their expectations in stores, moving the options back online. This reversal felt like a massive slap in the face to shoppers who finally felt seen.
Loft Quietly Drops The Ball
Loft gave shoppers a glimmer of hope when they expanded their sizing up to a 26. Professional women rejoiced at the thought of finally buying cute office outfits right off the rack. The excitement was incredibly short-lived, unfortunately.
The retailer announced via a random social media comment that they were discontinuing the line due to business challenges. A Global Market Insights report highlighted that manufacturing plus-size garments often requires more fabric, leading to production costs that are sometimes 15 to 20 percent higher. Instead of figuring out the math, Loft simply abandoned millions of potential customers.
Anthropologie Shrinks Its Store Options
Anthropologie is famous for its whimsical dresses and beautiful store displays. They launched an extended sizing collection called A Plus to much fanfare several years ago. Fans were thrilled to finally browse those beautiful bohemian racks in person.
However, the brand gradually started removing these sections from most of its physical stores. Finding an outfit for a weekend brunch now requires ordering online and crossing your fingers that it fits. It is incredibly frustrating to be invited to the brand only to be sent to the back door of the website.
Victoria’s Secret Misses The Mark
Victoria’s Secret spent decades telling the world exactly what they thought sexy should look like. They recently attempted a major rebrand to appear more inclusive and body-positive. They hired diverse models and changed their marketing tone to win back alienated customers.
Despite the shiny new ad campaigns, finding extended sizes in their physical stores remains incredibly difficult. The core sizing in the drawers maxes out way earlier than the average American needs. The whole effort comes across as a cheap public relations stunt rather than a genuine shift in their core values.
H And M Struggles With Consistency
H And M is a global powerhouse that promises trendy fashion at rock-bottom prices. They do have a plus-size line, but it is notoriously inconsistent across different countries and regions. Shoppers never know what they are going to find when they walk through the doors.
The brand has frequently been called out for removing inclusive sizes from its store floors without warning. Buying affordable trends should be simple, but the company makes it feel like an exhausting treasure hunt. If a fast fashion giant cannot figure out basic sizing consistency, they are truly missing the boat.
Disclaimer: This list is solely the author’s opinion based on research and publicly available information. It is not intended to be professional advice.
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This article, The brands actually getting size inclusivity right — and the ones just talking about it first appeared on The Curvy Fashionista and is written by Yvonne Gabriel.
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