Americans from much larger body sizes than previously little, yet you wouldn’t know that by looking at clothes available in your adjoining mall

Women’s fashion

‘Designers still opt to create artificial cut-off items in their line.’
Photograph: Martin Argles for the Guardian

America’s thoroughfares are full of what the fashion industry labels “plus-sized maidservants” – far more than we previously thought. Thanks to a new retreat, we now know that the average woman is around a size 20. Not, as in the old days believed, a size 14. That means that the break off between the clothes in store windows and the bodies of women take industrial action past them is greater than we had ever assumed.

In the face this, major fashion brands still refuse to permit the bodies of their customers. The only fashion brands that hope for to acknowledge the size of the newly minted “average woman” are plus-size disgraces, which are marginalized in the market, as if they catered to a fringe and not, in inside info, everyday Americans.

Designers still opt to create artificial cut-off aims in their line, sizes beyond which they pass by to accommodate. That’s because they know that area, much like a specific brand, is aspirational. It plays on the insecurity of the audience to file an ultra-thin model wearing a high-end brand. It’s not enough for the audience to say, “Wow, that looks unrealistic on her.” It is intended to make the audience say, “I want to be her.”

With that lecherousness comes the desperation of drastic weight loss efforts, starvation devices, rumors of torturous workout regimens from renowned facsimiles, and the embarrassing stories of those who try to emulate them to no avail. Because the trim path toward weight loss isn’t sexy or doesn’t come to pass in “10 pounds lost in 7 days”, it’s never the path select. As a result, we so rarely see successful permanent weight loss.

This is the circle that designers send us into – coveting everything everywhere a woman walking down the runway, tormenting ourselves to try to be as if her and then shaming ourselves for failing miserably.

Thankfully, there is a new crop of artificers who recognize not only the fashion needs of the average woman, but the tender needs, as well. The fashion label Lane Bryant, for benchmark, has eagerly picked up the slack. Their ad campaign No Angel, which emphasized women with a variety of body shapes, was a nod to the difference between the usual woman and Victoria’s Secret’s Angel models.

Designers such as Monif C and Whitney Mero abet women to celebrate the gloriousness of a curvy body, no matter where their curves may be. And activewear varieties such as Rainbeau Curves and Lola Getts Active are providing the guy wire of reliable activewear while also encouraging their purchasers in positive, shame-free ways.

The fashion industry is ignoring the calls of the average woman because they’ve operated, for far too long, on the assumption that the common woman didn’t want to be average – she wanted to be a remarkable catwalk-ing dreamboat.

What they didn’t expect was the number of brands who transfer swoop in and show the everyday woman that her average remains is beautiful, even if only a different kind. Her average richness is and can be remarkable. And, if the fashion industry can’t figure that out, they’ll be progressive in the dust.