For years, the fashion world told us there was only one kind of beautiful: tall, thin, and angular. But that story is over. Today, curvy models aren’t just breaking into runways-they’re redefining what beauty means. From streetwear campaigns to luxury magazine covers, women with curves are no longer an exception. They’re the rule.
What Exactly Is a Curvy Model?
A curvy model isn’t just a plus-size model. She’s someone with a defined waist, fuller hips, thighs, and bust-typically wearing a size 12 to 22 in U.S. standards. But it’s not about the number. It’s about proportion. Curvy models have an hourglass or pear shape that shows natural curves, not just added weight. Brands like Savage X Fenty, Aerie, and Lane Bryant have built entire campaigns around these body types because real customers recognize themselves in them.
According to a 2024 study by the Fashion Spot, curvy models appeared in 37% of all major U.S. fashion campaigns last year-up from just 9% in 2018. That’s not a trend. That’s a shift.
Why This Change Happened
This wasn’t magic. It didn’t happen because designers woke up one day and decided to be kinder. It happened because customers said enough.
Women stopped buying clothes that didn’t fit. They stopped scrolling past ads that made them feel invisible. They started tagging brands with #EffYourBeautyStandards and #CurvyAndProud. Social media gave them a megaphone. And when sales data showed that campaigns featuring curvy models had 22% higher engagement and 15% more conversions-brands listened.
It wasn’t just about fairness. It was about money. And when money talks, fashion listens.
Meet the Women Changing the Game
Some names you might recognize:
- Robyn Lawley-one of the first curvy models to walk for Ralph Lauren and Harper’s Bazaar.
- Ashley Graham-the first size 14 model on the cover of Sports Illustrated Swimsuit Issue, and now a global ambassador for brands like Nike and Tommy Hilfiger.
- Paloma Elsesser-a model with curves and a background in dance, who’s walked for Chanel, Fendi, and Marc Jacobs.
- Iskra Lawrence-a body positivity advocate who turned her Instagram following into a clothing line for real bodies.
These women didn’t wait for permission. They showed up, stayed consistent, and refused to shrink themselves-literally and figuratively-to fit someone else’s idea of beauty.
How the Industry Still Falls Short
Progress isn’t perfect. While curvy models are more visible, they’re still rarely the face of high-end luxury brands like Chanel or Dior. Most campaigns still use them for “inclusive” collections while keeping their main lines focused on sample sizes.
And the pay gap? It’s real. A 2023 report by Model Management Insights found that curvy models earn, on average, 30% less than their straight-size counterparts for the same job. Some agencies still refuse to represent them at all. Others put them in the “plus-size” category-separate, not equal.
There’s also the issue of representation. Most curvy models still fit a narrow standard: tall, light-skinned, and with a certain type of curve. Women with wider hips, shorter torsos, stretch marks, or cellulite? They’re still largely missing from the spotlight.
What Real Inclusion Looks Like
True inclusion means not just adding one curvy model to a campaign-but designing clothes that fit real bodies from the start.
Brands like Universal Standard and Eileen Fisher don’t just offer extended sizes. They design for them. Their patterns are drafted on curvy mannequins. Their seams are placed to flatter fuller figures. Their marketing shows women of all shapes doing everyday things: working, laughing, hiking, dancing.
It’s not about making someone look “better.” It’s about making them feel seen.
How to Support Curvy Models
You don’t need to be a fashion insider to make a difference. Here’s how you can help:
- Follow curvy models on social media-and engage with their posts. Algorithms reward engagement.
- Buy from brands that feature them-your wallet is your voice.
- Call out brands that tokenize-if a campaign uses a curvy model as a checkbox, say so. Tag them. Share your thoughts.
- Stop complimenting women on losing weight-instead, say, “You look confident,” or “That outfit suits you.”
- Support small designers who make clothes for curves without charging extra.
Beauty doesn’t come in one size. It comes in hundreds. And every curve deserves to be celebrated-not hidden, not edited, not apologized for.
The Future Is Curvy
Young girls today are growing up seeing models who look like them. They’re not asking to be thinner. They’re asking to be seen. And that’s powerful.
When a 12-year-old sees a curvy model in a magazine and says, “That’s me,” that’s not just representation. That’s revolution.
The fashion industry might still be catching up, but the public already got there. Real beauty has always been here-in every shape, every stretch mark, every dimple, every curve. You don’t need to change to fit in. You just need to be yourself.
Are curvy models the same as plus-size models?
Not exactly. Plus-size models are typically categorized by clothing size (usually size 12 and up). Curvy models focus on body shape-specifically, an hourglass or pear silhouette with defined curves. A woman can be plus-size without being curvy, and vice versa. But in practice, the terms often overlap.
Why don’t more luxury brands use curvy models?
Luxury brands still operate on decades-old standards that tie exclusivity to thinness. Many still design for sample sizes (0-4) and then stretch the patterns for larger sizes, which often doesn’t work well. Changing that requires redesigning entire collections-not just casting different models. But as consumer pressure grows, even luxury houses are starting to shift.
Do curvy models face discrimination in the industry?
Yes. Many agencies still don’t represent curvy models, or they place them in a separate “plus” division with fewer opportunities. Pay gaps, limited access to high-profile campaigns, and pressure to alter their bodies are still common. But the rise of social media has given curvy models direct access to audiences, helping them bypass traditional gatekeepers.
Can someone become a curvy model without being a size 14 or larger?
Yes. Size isn’t the only factor. Some curvy models are size 10 but have strong curves that stand out in photos and on runways. Agencies look for proportion, confidence, and how the body fills out clothing-not just a number. Some brands now use “curvy” as a style, not a size range.
How do curvy models handle body shaming online?
Many curvy models respond by doubling down on authenticity. They share unedited photos, talk about their struggles, and turn hate into advocacy. Some, like Iskra Lawrence, have built entire businesses around body confidence. Others block, report, and focus on their community. The most successful ones don’t engage with trolls-they empower their followers.
