LOVE Magazine has been busy this month rolling out daily videos in connection with its annual Advent Calendar. The London-based magazine, which was founded in 2009 by famed stylist Katie Grand, has tapped some of its favorite faces thus far (think: Kendall Jenner, Hailey Baldwin, Bella Hadid, Cara Delevingne, and Emily Ratajkowski, among others) to dance around in lingerie for the short videos, which have since garnered millions of views. One of the most recent videos is maybe the most exciting of all though, as it features famed plus size model Ashley Graham. The video of the size 16 model, who is repped by IMG and has been an avid supporter of body diversity, comes on the heels of a recent push to banish the stigma associated with plus size clothing and speaks to what appears to be part a larger movement within the industry.
As Bloomberg noted earlier this year: “Spurred by online retailers, social media, and celebrities like [Melissa] McCarthy [who launched a collection of her own], larger sizes are gaining acceptance and visibility. Established companies from Target to teen chain Charlotte Russe introduced plus-size collections this year. New labels like e-commerce brand Universal Standard are updating larger-size looks. The company’s first eight-piece collection of minimal designs went on sale in September. The momentum, says Marshal Cohen, a retail analyst with research firm NPD Group, will pick up next year. ‘Some retailers are going to make a big deal of plus size in 2016,’ he says.”
Charlotte Russe and Target aren’t the only brands targeting the plus size market, which is worth approximately $20 billion, according to industry-research firm NPD Group. Bloggers and fashion news sites are increasingly covering plus-size clothing. “Look at social media, look at movies, TV, music,” says the designer Rachel Roy, who’s preparing a “curvy” collection that is slated to hit stores early next year. “The difference is that people are starting to actually pay attention to it, talk about it, and act on it now,” she said.
With 65 percent of female shoppers buying plus sizes, major stores and brand can’t ignore the market, and they are starting to come around. Take Adore Me, for instance. The New York-based lingerie brand is making headlines for its refreshing approach and its remarkable financial success thus far. Not merely limited to standard size lingerie (note: most retailers do not stock sizes larger than 12 or 14), Adore Me offers a “plus size lingerie range that worships the female form with gorgeous new bras from 30D-44G and sets from XL-6XL.” Slated to give Victoria’s Secret – the lingerie giant known for its smaller sizes and thin “Angels” – a run for its money, Adore Me's CEO Morgan Hermand-Waiche, noted: "I was shocked to see that every single brand, whether you talk about Victoria's Secret or Abercrombie or Guess or Gap or Urban Outfitters — none of them is serving the plus-size customer.” The company wants to change this.
And the response has been impressive. Monthly business publication, Inc., named Adore Me its No. 2 retail company and its No. 14 overall company on its annual “5000 list,” pointing out that Adore Me has grown an impressive 15,606% in just three years. As Business Insider noted earlier this month, “Adore Me has seen exponential growth over the past few years. In 2012, the company brought in $1.1 million. By 2013, the company had amassed in $5.6 million, and by 2014, it brought in in $16.2 million.”
Paired with the work of publications like LOVE and model management companies like IMG, which has incorporated plus size models into its main board, brands like Adore Me are slated to make major waves in the industry in the years to come.