Why Plus-Size Isn’t a Trend — It’s Here to Stay
For too long, the fashion industry treated plus-size fashion as an afterthought — a temporary side project, a seasonal “trend,” or something to check off a diversity box. Curvy women were expected to settle for ill-fitting basics, hidden racks in the back of stores- (anyone else remember inspire when heading into their favourite high street store as a teenager- so far back you used to have to ask a member of staff to help in your search and that's if they stocked it instore at all! that ONE gondola of clothing where you could barely make an outfit!), and marketing campaigns that rarely reflected our bodies. The Skinny Minnie mannequins draped in plus size clothing that was pegged and pinned so it looked flattering to then purchase it and look like you were wearing a tent!
But let’s get one thing straight: curves are NOT a fad, and plus-size fashion isn’t a trend. It’s the future.
At Cult of Curves, we believe that curves deserve to be celebrated every single day. Here’s why plus-size fashion is permanent, powerful, and impossible to ignore.
The Old Narrative: Plus-Size as an Afterthought
If you shopped for clothes in the 90s or early 2000s like me, you probably remember what “plus-size” meant back then. A sad lonely rack, filled with stretchy basics, bland boring colours, and silhouettes designed to cover up instead of celebrate. They were always a vibe but just not the vibe you wanted.
Fashion magazines rarely featured curvy women. Runways were dominated by sample sizes that excluded the majority of real shoppers. And when brands did add extended sizing, it was often low quality, overpriced, or completely disconnected from current trends.
For decades, curvy bodies were treated like a problem to solve rather than a beauty to embrace.
The Shift Toward Inclusion
Fast forward to today, and the story is very different.
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The average woman in the U.S. and U.K. is a size 14–16. Plus-size isn’t “niche” — it’s the market.
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Major brands are expanding their size ranges, from high-street staples like ASOS Curve and Target’s Ava & Viv to luxury designers adding size-inclusive collections. However here at Cult of Curves we want everyone of our collections to be size inclusive! It will take time and as we grow we can add more sizes and more collections. Please bare with us!
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Plus-size models like Ashley Graham, Paloma Elsesser, and Precious Lee are gracing magazine covers, walking major runways, and fronting campaigns for global brands.
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Social media has given rise to curvy influencers who are unapologetically stylish, redefining what fashion looks like outside the size 0–2 sample.
The fashion world has finally been forced to reckon with reality: plus-size isn’t an exception. It’s the norm! Say it louder for those t the back! Its the norm!
Why Plus-Size Isn’t a Trend
So what makes this movement permanent? Why can’t the industry push it aside again? Here are four reasons:
1. The Body Positivity Movement
Cultural conversations around beauty have shifted dramatically. From grassroots bloggers to global campaigns, women are demanding representation and acceptance. Fashion can no longer ignore the call for inclusivity.
2. Economic Power
The global plus-size fashion market is worth billions and is one of the fastest-growing segments in apparel. Consumers are spending money on brands that celebrate them — and leaving behind the ones that don’t. We want to be apart of this growth.
3. Representation in Media
We’re seeing curvy women on TV, in films, in ad campaigns, and on red carpets. The media landscape is more inclusive than ever, proving that beauty comes in all shapes and sizes.
4. Consumer Expectations Have Changed
Shoppers now expect inclusivity. They want diverse models, honest size ranges, and stylish options. A brand that ignores plus-size customers risks backlash, lost revenue, and a damaged reputation.
What This Means for the Future of Fashion
The old model of designing for a “standard” body and adding “extended sizes” as an afterthought is over. Fashion’s future is inclusive from the start.
We’re already seeing:
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More technical innovation in pattern-making and grading for curvy bodies.
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Greater focus on quality fabrics that flatter and support.
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Sustainable plus-size options, ensuring eco-conscious shoppers don’t have to sacrifice values for fit.
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Bolder, trend-driven styles that prove plus-size women want more than basics — they want to shine.
And here’s the truth: brands that don’t adapt will fall behind.
The Cult of Curves Perspective
At Cult of Curves, we’ve never believed that curves are a trend. They’re timeless. They’re powerful. They’re beautiful.
Our mission is simple: to create a space where plus-size women feel seen, celebrated, and stylish. We know that every curve tells a story — and that story deserves to be told with confidence, colour, and flair.
That’s why our collections aren’t about hiding your body. They’re about highlighting your shape, your personality, and your power. Join The Cult, Drape in Defiance.
Curves Are Here to Stay
The fashion industry can no longer afford to treat plus-size as a temporary trend. It’s not going away. It’s not fading out. If anything, it’s only gaining momentum but we want to create a brand created for plus size women, by plus size women. We understand, we see and know your struggles and want to bring forward a label that not only celebrates but makes you feel confident to step out and finally be the real you! No holding back in fear of judgement, clothes that make you feel like a million dollars to get on the tube and sit with your head held high as you are a queen and you NEED to be seen girl!
Curves are here to stay. And so is the fashion that celebrates them.
At Cult of Curves, we’ll keep designing, celebrating, and amplifying the message: your body deserves to be seen — not tomorrow, not in the next trend cycle, but today and always.
✨ Ready to celebrate your curves? Shop our latest collection and find the styles made for you.
Peace Out to our Cult of Curves Community, We will represent you!
Much love Your Founders
Emma & Shelley xx