Plus-size revolution: When fashion adapts to body diversity

The global plus-size clothing market is crossing a new threshold of global consolidation. Valued at 314.5 billion dollars in 2024, it could reach 375.7 billion dollars by 2030, according to the latest forecasts from Research and Markets. This growth, estimated at 3 percent per year, reflects a profound shift in societal expectations, business practices and distribution technologies.

Changing paradigm: towards body acceptance

One of the major drivers of this dynamic is the changing perception of body norms. According to the report, “the shift in attitudes towards acceptance of body diversity and recognition of the specific needs of plus-size consumers is pushing brands to review their standards”. Long marginalised, this segment is now establishing itself as a growth driver in its own right.

New generation, driving demand

An important part of this growth is based on the emergence of new generations. The rise of young plus-size consumers is creating strong demand for clothes that are both adapted to their morphology and aligned with current trends. The report notes that “the growth of the adolescent and young adult segments reinforces the need for a fashionable, dynamic and generational offer”. These young customers, very active online, are looking for assertive collections, far from the classic or medicalised codes that still dominated a decade ago.

Innovations and brand strategy

Faced with this development, brands are stepping up their initiatives. The most iconic, such as Nike, H&M, Mango, ASOS Curve and Torrid, are developing extensive collections, investing in bespoke tailoring or personalisation technologies, and relying on the prescriptive power of influencers. E-commerce plays a key role here. Thanks to the rise of augmented reality fitting rooms, recommendation algorithms and 3D body scanning, plus-size purchases are becoming more fluid, reducing return rates and improving customer satisfaction.

Impact of the “body positive” movement and media visibility

The report also highlights the knock-on effect of the body positive movement and the increased representation of diverse bodies in the media. “The increased visibility of plus-size models and celebrities in advertising, fashion shows and television series normalises these figures in the collective imagination and promotes their integration into everyday purchasing practices.”

Regional growth potential

Another strategic factor is the still untapped potential of certain regional markets. While the US retains its leadership with a market estimated at 85.7 billion dollars, China is experiencing rapid expansion at an annual rate of 5.8 percent, which would bring it to 74.2 billion dollars by 2030. Significant growth opportunities also exist in Japan, Canada, Europe and the Asia-Pacific region.

Product trends and textile innovations

In terms of product segments, casual wear and sportswear are driving growth. Plus-size loungewear could reach 112.7 billion dollars by 2030, driven by a sustained craze for athleisure and technical textiles, while sports collections are growing at an annual rate of 3.5 percent.

Technological issues are not to be outdone. The development of innovative textiles – more breathable, more stretchy, better adapted to volumes – reinforces the attractiveness of plus-size ranges. In addition, on-demand production models, made possible by the digitalisation of value chains, improve inventory management while broadening the diversity of cuts and styles offered.

Geopolitical and commercial challenges

Finally, the issue of customs duties and global trade tensions, particularly those inherited from the Trump years, remains a factor to watch. The report analyses “the disruptive effects of tariff negotiations in more than 180 countries” and incorporates adjustments into its 2025 forecasts based on new sourcing policies, logistics costs and the regionalisation of supply chains.

Inclusivity, key to success

At a time when consumers expect more than just extended sizes, the brands that will succeed will be those that make inclusivity a lived reality at all levels: design, marketing, customer experience, logistics and storytelling. As Research and Markets summarises, “the future of plus-size fashion is being built at the intersection of innovation, personalisation and cultural recognition of all bodies”.