ModCloth Drops “Plus” Label, Adds “Extended Sizes”

by Jenavieve Hatch

Online retailer ModCloth is already revered for its cute clothes that come in all sizes and styles. The retailer is known for its affordable clothes and accessories, inclusive sizes, diverse models, and commitment to minimal photo retouching. But this week ModCloth took one step further toward size and body-inclusivity by ridding its website of the “Plus” label and replacing it with “Extended Sizes” which, as the announcement on the company’s blog post says, is “an all-encompassing term that could, in the future, also contain XXS, petite, tall, and other various sizing extensions beyond the standard range.”

ModCloth’s Founder Susan Gregg Koger said in a statement that, “there is still an outdated notion in the [fashion] industry that ‘plus’ should be separate because it’s less aspirational, or because that consumer is less fashion-forward, or less willing to spend on herself.” But the current climate is changing, with model Ashley Graham gracing the runway at New York Fashion Week and Melissa McCarthy opening her own fashion line, Melissa McCarthy Seven7, with body-inclusive sizes and no “Plus” section.


It’s a controversial move, but it’s one that ultimately supports the the ModCloth notion “that shopping categories should be defined by types of clothing, not types of bodies.”

Photos via: ModCloth, Giphy 


More from BUST:


These 6 Brands Are Embracing What Real Bodies Look Like – And We’re Loving Every Second


Melissa McCarthy Shuts Down A Sexist Reporter In The Most Beautiful Way 


Plus Size Models Take New York Fashion Week: Interview With Ashley Graham And ALDA


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