Reformation extends sizing in its denim range
A more inclusive approach
Earlier this week, Victoria's Secret's Chief Marketing Officer Ed Razek stated that there was "no interest" from the public in seeing a plus-size model on its catwalk. He added that the annual fashion show was "a fantasy...42 minute entertainment special." Women across the globe, including some of the world's leading plus-size models were quick to respond, making it clear that there is interest in seeing a greater array of body shapes march down the iconic runway.
Retailers are becoming more and more aware of the desire for extended sizing and one particular brand is leading the charge when it comes to size inclusivity. Cult US brand Reformation has just announced that it has extended its much-love denim range to now include US sizes 14-24. In an email blast, the company introduced the tagline, 'No Body Left Behind' with the announcement. It wrote, "We want all women - regardless of shape and size - to be able to wear out stuff. Making that happen is a major goal of ours, and today we're super happy to tell you that our most popular jeans now come in sizes 14-24."
The announcement follows the company's public apology back in March for not offering a greater selection of sizes and confirming it would address that issue immediately. In the same email, the brand confirmed, "In related good news, we're also happy to announce that we'll be permanently launching into the extended sizing category with an evergreen collection early next year." Other contemporary US labels like Madewell and J. Crew have followed suit this year, each launching extended sizes in the past few months.
And speaking of celebrating women of all shapes and sizes, learn more about 11 Honoré, the size-inclusive e-commerce platform that's now shipping to the Middle East.