Plus-size apparel collaborations started to take off in earnest more than a decade ago, around 2014, with designers and celebrities like Isabel Toledo, Lela Rose, Ashley Graham, and Gabi Gregg leading the charge. The trend evolved quickly, moving from addressing a gap in the marketplace with the creation of specialized plus-size collections to including plus-size products as part of broad ranges that were designed to appeal to consumers of all sizes and shapes. The idea was to develop products that would look good on everyone, rather than segregating plus-size consumers.
While incorporating plus-size goods into inclusive ranges remains the norm, recent deals involving both specialist and mainstream marketers show there is still room for collections focused exclusively on plus-size consumers:
- Ashley Graham, a model and a pioneer in collaborations within this space, paired with JCPenney this month for a collection to debut in the fall. The assortment was described as capturing Graham’s “bold and confident” style, although design specifics have not yet been announced. The range will be sold in-store and online in sizes 14 to 30.
- In April of this year, Becca Murray, a photographer and influencer specializing in the plus-size market, partnered with Baacal, a label owned by designer Cynthia Vincent, for a limited-edition collection. The sustainable capsule included wardrobe basics—midi dresses, cropped pants, wide-leg trousers, trench coats, and blazers—in sizes 10 through 30, all made in small batches from luxury materials.
- Universal Standard and Anthropologie announced in March of this year that they would launch a 13-piece plus-size spring collection of dresses, shirts, jeans, and a jumpsuit, priced from $118 to $268. The collection was initially available at Anthropologie in sizes 14 to 24 before expanding to a full, inclusively sized collection available online-only through Universal Standard’s website and the rental service Nuuly, a sibling company of Anthropologie. Anthropologie has been working to offer more inclusive apparel ranges, while Universal Standard has been expanding its wholesale operations with new retail partners.
- The Kate Spade brand introduced its first plus-size collection, with specialist online marketer Eloquii, in September 2024. The ready-to-wear range included 12 styles, from skirts to cocktail dresses, with details such as bows, feather trims, and polka dot fabrics. Sizes extended from 14 to 32 and prices from $99 to $499.
It is still more common for collaborations to cater to plus-size women in inclusive assortments for shoppers of all sizes, rather than appealing only to that group. One example from late last year involved everydayJones, a brand founded by Madeline Jones, a body-positivity influencer and editor-in-chief of PLUS Model magazine, who joined with designer Rodner Figueroa for an apparel drop designed for all women. The collaboration marked the first time Figueroa had included plus sizes in a collection, something his consumers had been requesting.
A reminder that Raugust Communications’ next monthly e-newsletter comes out tomorrow, Tuesday, May 20, 2025. The Licensing Topic of the Month takes a look at innovation in location-based entertainment and experiential initiatives, while the Datapoint research spotlight examines how celebrities’ branding strategies are evolving over time. If you do not yet receive this free publication, you can subscribe here.
Comments are closed.