For years, fashion runways and magazine covers were dominated by one look: tall, thin, and angular. But something’s changed. Today, curvy models aren’t just appearing in campaigns-they’re leading them. Brands that once ignored fuller figures are now scrambling to sign them. Why? Because consumers are demanding it. And the numbers don’t lie.
What Changed in the Last Five Years?
In 2020, only 5% of runway models in New York, Paris, and Milan were size 12 or larger, according to the Fashion Spot’s annual diversity report. By 2024, that number jumped to 28%. It wasn’t a slow shift. It was a boom. And it wasn’t just about aesthetics-it was about sales.
Brands like Savage X Fenty, Aerie, and Universal Standard saw sales increase by 40% to 65% after launching campaigns featuring curvy models. Customers didn’t just like the ads-they bought more. When a woman sees someone who looks like her wearing a swimsuit, a dress, or a blazer, she doesn’t just feel seen. She feels confident enough to click ‘buy’.
It’s Not Just About Size-It’s About Representation
Curvy models aren’t just models who wear larger sizes. They’re women who challenge old ideas about beauty. Women like Ashley Graham, who walked the Victoria’s Secret runway in 2016 and later became the first plus-size model to grace the cover of Sports Illustrated Swimsuit Issue. Or Paloma Elsesser, who’s modeled for Gucci and Fenty, and speaks openly about being a Black, curvy woman in an industry that once told her she didn’t belong.
These women aren’t tokens. They’re influencers. They have millions of followers who trust them-not because they’re perfect, but because they’re real. Their social media feeds show stretch marks, cellulite, and stretch marks. No filters. No airbrushing. And that honesty is what’s reshaping fashion.
How Brands Are Adapting
It’s not enough to just hire a curvy model and call it diversity. Brands that are winning are redesigning their entire approach.
- Fit testing now includes sizes 12 to 24, not just 0 to 10.
- Pattern grading has improved so clothes don’t gap at the waist or pull across the hips.
- Marketing teams are hiring curvy women as creative directors, not just as models.
Take Lane Bryant’s ‘Cacique’ line. They didn’t just add bigger sizes-they redesigned bras to support fuller busts without digging in. The result? 72% of customers said they’d never worn a bra that fit so well before.
Even luxury brands are catching on. In 2023, Chanel featured a size 14 model in their Métiers d’Art show. It wasn’t a one-off. It was a signal: inclusivity isn’t a trend. It’s now part of the business model.
The Backlash Isn’t Gone-But It’s Losing Ground
Of course, there’s still resistance. Some critics claim curvy models promote unhealthy lifestyles. But that argument ignores the science. A 2022 study in the Journal of Clinical Nutrition found no link between body size and health outcomes when factors like activity level, diet quality, and metabolic health were controlled. Health isn’t determined by a number on a scale.
And the public is calling out the hypocrisy. When a brand uses a curvy model for ads but only sells sizes up to 16, customers call them out on Instagram. When a magazine photoshops a model’s waist down to look smaller, fans post the original image side-by-side. Social media turned consumers into watchdogs.
What This Means for the Future
The next wave of fashion won’t be about shrinking bodies to fit clothes. It’ll be about designing clothes to fit bodies. That means more inclusive sizing, better tailoring, and real diversity in casting-not just one curvy model per show to check a box.
Young girls are growing up seeing models who look like their moms, their sisters, and themselves. That changes everything. They’re not learning to hate their bodies. They’re learning to expect to be seen.
Curvy models aren’t taking over because they’re trendy. They’re taking over because they’re necessary. Fashion used to be about aspiration. Now it’s about belonging.
Who Are the Leading Curvy Models Today?
Here are five curvy models shaping the industry right now:
- Ashley Graham - First plus-size model on the cover of Time magazine (2023), founder of a lingerie line.
- Paloma Elsesser - Regular face at major runway shows, including Prada and Louis Vuitton.
- Iskra Lawrence - Advocate for body positivity, launched a successful activewear brand.
- Gabrielle Union - Actress and model who champions size inclusivity in Hollywood and fashion.
- Tess Holliday - One of the first to break into mainstream fashion with unretouched photos and bold activism.
These women aren’t just walking runways. They’re changing policies, pushing brands to expand sizes, and mentoring the next generation of models who don’t fit the old mold.
How You Can Support the Movement
You don’t have to be a model to make a difference. Here’s how you can help:
- Buy from brands that offer size-inclusive ranges (12-24+).
- Follow curvy models on social media and engage with their content.
- Call out brands that use curvy models but don’t sell their sizes.
- Don’t comment on someone’s body-whether it’s online or in person.
- Teach kids that beauty comes in all shapes-and that’s okay.
Change doesn’t start on a runway. It starts in your feed, your wallet, and your conversations.
Are curvy models only popular in the U.S.?
No. Curvy models are gaining traction globally. In the UK, brands like ASOS and Marks & Spencer have expanded their size ranges since 2022. In Brazil, curvy models have always been more visible due to cultural norms around body diversity. Even in Japan, where slimness was once the standard, brands like Uniqlo and Zara now feature fuller figures in their Asian campaigns. The movement is international because the demand is universal.
Do curvy models earn less than straight-size models?
Historically, yes. In 2020, curvy models earned about 30% less on average than straight-size models for the same jobs. But that gap is shrinking. By 2024, top curvy models like Ashley Graham and Paloma Elsesser were earning the same or more than top straight-size models. The difference now isn’t size-it’s clout. The most in-demand models, regardless of size, command premium rates because they drive sales.
Is there a limit to what’s considered ‘curvy’ in fashion?
There’s no official cutoff, but most agencies define curvy as size 12 and above. However, the industry is moving toward ‘inclusive sizing’ rather than labeling. Some brands now label their lines as ‘Extended Sizes’ or ‘All Bodies’ instead of ‘Plus.’ The goal is to stop boxing people into categories. The most progressive brands now cast models across sizes 0 to 24 in the same campaign, showing that beauty isn’t a range-it’s a spectrum.
Why do some curvy models still get airbrushed?
It’s a holdover from old practices. Even brands that claim to be body-positive sometimes hand images over to marketing teams who still believe ‘flaws’ need fixing. But consumers are pushing back. When a model posts the unedited version of a photo, and it gets more engagement than the edited one, brands take notice. The trend is shifting toward transparency. More campaigns now feature ‘No Retouching’ labels-and customers love it.
Can men be curvy models too?
Yes, and they’re starting to appear more often. While the term ‘curvy model’ is often used for women, men with fuller, muscular, or soft builds are breaking into campaigns for underwear, sportswear, and even luxury fashion. Models like Andreja Pejić and Billy Porter have challenged gender norms in fashion for years. The future isn’t about male or female models-it’s about models who represent real bodies, regardless of gender.
