This week we saw another brand launch into the Australian plus-size fashion market. Fronted by one of the biggest names in plus, American model Ashley Graham, with the locals following loyally behind. The Commonry burst onto the scene with the sort of ripples a well-bought marketing strategy can buy. It’s reminiscent of other brands who have attempted similar in years gone by. Brands, which for the most part, don’t sell plus here anymore.
I’ll let you put two and two together.
Offering a range of elevated everyday styles, this is the sort of range I would normally be super interested in. Classic pieces, made with fit and quality in mind? Sign me up. Except that the fit seems to be more of what we’ve seen for years in plus, targeted at an hourglass figure. Yawn. Fit for an hourglass shape is basically all plus has done for the last decade. Maybe there’s more than meets the eye, fit-wise, but so far, the clothing fits women who are a certain shape and has seen bloggers have to size up (especially when it comes to arm sizing) to find something that works.
With marketing terms like ‘we made it fit’ and ‘without compromise,’ there has been some serious compromises made here when it comes to the size range. One can only assume, by choice, as this doesn’t appear to be a budget issue. When Chantelle started Ada and Lou, she reached out to her audience with a question, due to their limited budget for their initial collection, should it be size 14-24 or 16-26… I was one of the resounding voices for the 16-26 range. We get limited size ranges, we know it costs money and requires additional fit manoeuvring to make the larger sizes work, but it’s time.
How long will size 22/24 be the top of the range here?
With such a forward-thinking market for plus-size fashion in Australia (and New Zealand), how is it that we’ve gotten stuck in this 12 – 22 size range thing? That’s why it’s inexcusable when a brand who could afford to increase their range. Who flaunts fit as their key selling point. It’s a hard pill to swallow and one that, to be honest, we’re sick of swallowing.
More sizes are coming, they say. I mean, don’t they always? We want to get this right. There are already issues with the larger sizes (indicated by those in size 18+ having to size up or skip items altogether).
What is the point of this ranting, rambling post about a brand that just launched? The point for me is that it can be easy to get caught up in a new launch’s hype. Who doesn’t love a new plus-size option with storefronts? But the hype is just what it is, hype, and it’s up to us as customers to demand more from those who are showing up to take our money. More sizes for those who need them. Better fits above a size 18 because fitting actual fat bodies is what plus-size fashion is about.
It’s time we stop tip-toeing around it and call it what it is; disappointing.
Hi! I’m Melissa Walker Horn. Around here, they call me Suger. I’m the Chief Blogger and doer of all the things here at Suger Coat It. Blogging since 1901; I love a casual ootd, taking photos, and writing about things that irk or inspire me. I love wine and cheese, long days at the beach and spending time with my family. I make stuff for the internet over at Chalkboard Digital. You know, living the sweet life.
These brands come in with all flash and die with a whimper, complaining that the market isn’t there, or won’t pay for quality, or don’t see our vision, or lots of other things. Nope, if they don’t have what the market wants, then the market won’t buy. And there goes another flash in the pan.
We see this SO often, right? Or the ones who don’t spend ANY money promoting that they have plus, do a range or two and then say there is no demand. Yo just want to grab them and shake them.
Yep, so many small independent brands doing better for so much longer that don’t get any kind of recognition. Yet a mainstream brand that has the budget to do better, doesn’t get it right – it’s telling! Is it – it’s so damn hard to get it right? Or is it, we didn’t do all our homework?
It’s so true and something I try to support here when I can. It’s so frustrating to see a brand with all this potential (or money, let’s be honest) fall short because they went for flash over substance, leaving the customer holding the bag.