ModCloth Is Doing Away With the Term Plus-Size and Combining All Sizes

Online retailer ModCloth has always been vocal about the importance of stocking a wide range of sizes and has taken things one step further, getting rid of a dedicated plus-size section to allow all sizes to be displayed together. Within a particular product listing, all sizes are available for selection; if a shopper wants to view a larger range only, categories marked as “extended sizes” are available under each main category heading.

“I think there is still an outdated notion that ‘plus’ should be separate because it’s less aspirational, or because that consumer is less fashion-forward, or less willing to spend on herself. But what we’re hearing and seeing from our community is that it is simply not true,” company founder Susan Gregg Koger wrote in a letter posted to the site’s blog under the heading #StyleForAll. Numbers reported by the company suggest that nearly 60 person of women indicated they felt embarrassed when forced to navigate to a special section to find sizes that fit.

MORE: Come Hear Why This Celebrity Daughter Won’t Use the Term Plus-Size


Late last month the brand made another big step toward sizing equality, introducing an in-house line that goes up to 4X and all rings in under $150. Its offerings are only the tip of the iceberg too: size-26 model Tess Holliday recently revealed plans for her own label, and Eloquii is seeking to make the shoe-shopping experience easier, debuting a super stylish range of shoes that are crafted 30 percent wider than industry standards and extend to a size 12. Lingerie-wise, bombshell Ashley Graham has a new range of bras and panties that start at 36DD.

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