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In a lively Chennai boutique, a woman flips through racks of bold anarkalis, seeking a piece that celebrates her curves and her spirit. A decade ago, this would have been unthinkable plus-size fashion in India was a niche, often limited to ill-fitting tunics or bespoke tailoring. The body positivity movement transformed this landscape, championing inclusivity and redefining beauty standards. Yet, a shift is stirring. As India's plus-size market grows, questions arise: Is body positivity losing ground to traditional ideals? The answer is complex, woven into cultural expectations, market dynamics, and a global retreat from inclusive ideals, like a garment fraying at the seams.
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Body Positivity's Rise and Fragile Footing in India
The body positivity movement, which gained traction globally in the 2010s, resonated deeply in India's urban hubs. It empowered people to embrace their bodies, challenging the entrenched preference for slender frames in Indian fashion. Retailers like Zivame and H&M responded, rolling out plus-size collections tailored to India's diverse population. Social media fueled this change, with influencers flaunting curves in everything from sarees to jumpsuits, dismantling the dominance of fairness products and size-zero aspirations.
However, challenges persist. A Mordor Intelligence report projects the global plus-size clothing market to grow from USD 315.27 billion in 2025 to USD 415.21 billion by 2030, with a 5.67% CAGR, driven significantly by the Asia Pacific region. India, with its expanding middle class and urban youth, is a key player. Yet, cultural resistance looms large. In Tier 1 and Tier 2 cities, where traditional beauty standards hold sway, body positivity is often dismissed as a foreign concept, clashing with societal norms that equate thinness with elegance.
Navigating a Changing Fashion Landscape
India's fashion industry is at a crossroads. Some brands are embracing inclusivity, launching campaigns that feature plus-size models in vibrant bridal lehengas and chic athleisure. Zivame has championed this shift, offering lingerie in extended sizes that cater to real-world bodies. E-commerce giants like Myntra and Ajio are enhancing accessibility with size filters and augmented reality tools that let shoppers visualize fits virtually, a boon for plus-size consumers navigating inconsistent sizing.
Yet, a countertrend is emerging. Some retailers are leaning toward “body neutrality” or reverting to showcasing slimmer models, cautious of alienating conservative audiences. This echoes global patterns. A 2025 Guardian article detailed the struggles of plus-size models like Skye Standley, who faced a “challenging” period marked by reduced opportunities for curve models. In India, this pushback is less overt but evident. High-end designers often cite production hurdles such as sourcing larger fabrics or adapting patterns as reasons to limit plus-size offerings, leaving consumers underserved.
Consumer preferences are also evolving. Urban millennials and Gen Z champion inclusivity online, but many still favor brands aligned with traditional aesthetics. In a culture where slimness is often tied to beauty, body-positive campaigns can feel performative. “It's like brands are just checking a box,” a Kolkata-based fashion influencer noted anonymously. “They'll include one plus-size model in an ad, but the store shelves rarely match the hype.”
Success Stories and Persistent Barriers
Some Indian brands are leading the charge. Aamra, a Mumbai-based label, has garnered a loyal following with its inclusive sizing and eye-catching designs, proving that plus-size fashion can be both trendy and affordable. Their campaigns spotlight everyday women doctors, writers, homemakers lending authenticity that resonates deeply. Likewise, FabAlley's Curve collection offers stylish pieces up to 4XL, a rarity in India's fast-fashion market, catering to a growing demand for inclusive options.
Larger retailers, however, face obstacles. Many struggle to balance plus-size lines with their core brand identity. A major Indian retailer, speaking off the record, admitted that while plus-size collections perform well online, in-store displays prioritize smaller sizes to uphold a “premium” image. Supply chain complexities exacerbate the issue. Crafting plus-size garments demands specialized patterns, more fabric, and meticulous fit testing, which can strain resources and inflate costs.
Influencers are pivotal in driving change. Neha Parulkar, with her fearless style and commanding presence, has built a community of plus-size shoppers. Her Instagram videos, featuring everything from bikinis to ethnic wear, amass millions of views, underscoring the appetite for representation. Yet, even she faces criticism. “People accuse me of promoting unhealthy lifestyles,” Parulkar posted recently. “This isn't about that it's about feeling confident in the body you're in.”
The Threat of “Inclusivity Fatigue”
A significant hurdle is what experts term “inclusivity fatigue.” When brands deploy body-positive messaging without substance offering limited sizes or superficial campaigns consumers grow wary. This is particularly pronounced in India, where cultural attitudes toward body image are nuanced. In rural areas, plus-size fashion is scarce, pushing shoppers toward tailors. Even in urban centers, complaints about inconsistent sizing and subpar fabrics in plus-size lines are common, eroding trust.
Global controversies highlight the stakes. The Guardian reported that Marks & Spencer faced a 2025 UK Advertising Standards Authority ban for an ad featuring a model deemed “unhealthily thin,” with elements like pointed shoes and a downward camera angle accentuating her slight frame. In India, such imagery often escapes scrutiny but quietly reinforces narrow beauty ideals, undermining inclusivity efforts.
Seizing Opportunities in a Booming Market
The potential is undeniable. A Grand View Research report estimated the global plus-size market at USD 311.44 billion in 2023, projecting growth to USD 412.39 billion by 2030 at a 4.1% CAGR, with North America commanding a 43.97% share. India, within the dynamic Asia Pacific region, is primed for expansion as its middle class grows. Brands that prioritize inclusive sizing and authentic marketing can capture significant market share.
Technology is a catalyst. 3D design tools enable precise fits for diverse bodies, while augmented reality enhances the shopping experience, allowing virtual try-ons. These innovations resonate with India's tech-savvy youth, who value ease and personalization. Brands that marry these tools with genuine inclusivity can foster deep loyalty, particularly among millennials and Gen Z, who prioritize brands aligned with their values.
Charting the Path Ahead
Is body positivity in Indian fashion fading? Not entirely. While global markets wrestle with backlash and “inclusivity fatigue,” India's plus-size sector is still carving its path. Industry experts see the next decade as critical. “The demand is undeniable,” a Delhi-based fashion analyst asserts. “But brands must go beyond token gestures. It's about designing clothes that fit well, look stunning, and make people feel valued.”
For retailers, success hinges on balancing cultural sensitivities with progressive representation. This requires rethinking design processes, marketing strategies, and supply chains. For consumers, it's about wielding their influence through purchases and advocacy to demand better. The racks in that Chennai boutique could soon reflect a new narrative, one where every body is celebrated, not just accommodated.
Frequently Asked Questions
Is body positivity declining in the fashion industry?
Body positivity is facing challenges globally, with plus-size models reporting reduced opportunities and some brands reverting to showcasing slimmer models. However, the movement isn't completely fading the global plus-size clothing market is projected to grow from $315.27 billion in 2025 to $415.21 billion by 2030. In India specifically, the plus-size sector is still developing, with growing demand from urban millennials and Gen Z driving continued expansion despite cultural resistance.
What is "inclusivity fatigue" and how does it affect plus-size fashion?
Inclusivity fatigue occurs when brands deploy body-positive messaging without substance offering limited sizes, superficial campaigns, or poor-quality plus-size lines causing consumers to become wary and distrustful. This phenomenon is particularly evident when retailers feature plus-size models in advertisements but fail to stock adequate sizes in stores, or when plus-size garments suffer from inconsistent sizing and subpar fabrics. The gap between marketing promises and actual product availability undermines genuine inclusivity efforts and erodes consumer confidence.
Which Indian brands are successfully offering plus-size fashion options?
Several Indian brands are leading inclusivity efforts, including Aamra, a Mumbai-based label known for inclusive sizing and affordable designs, and FabAlley's Curve collection, which offers stylish pieces up to 4XL. Zivame has championed extended sizing in lingerie for real-world bodies, while e-commerce platforms like Myntra and Ajio enhance accessibility through size filters and augmented reality try-on tools. These brands demonstrate that plus-size fashion can be both trendy and commercially successful in the Indian market.
Disclaimer: The above helpful resources content contains personal opinions and experiences. The information provided is for general knowledge and does not constitute professional advice.
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Too many plus-size shoppers in India struggle to find trendy clothes that fit well. Limited sizes and poor designs can feel disheartening, leaving you sidelined. Pluss.in offers fashion crafted for real Indian bodies, with breathable fabrics, modern styles, and sizes up to 10XL. Find confidence in clothing that fits your life. Shop Pluss.in Now!
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