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According to the boilerplate appearance industry, actuality a “fashionable” plus-size woman already meant ambuscade your curves beneath dark, adequate clothes.

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One attending at the ablaze prints women wore at a luau affair or the white, body-con dresses at the Curves at Sea cruise during Full Figured Appearance Anniversary in New York this anniversary accepted those canicule are over. “This is our time,” says Denise Caldwell, a stylist and cast consultant. “Curvy is the new black.”

About 2,000 women are accepted to appear the anniversary of appearance shows, cocktail parties, baby business seminars and console discussions, which started on Sunday and runs through this weekend. Founder Gwen DeVoe, a aloft plus-size archetypal and accident planner, says 25 brands—including the capital sponsor, Fruit of the Loom—and 12 absolute designers are participating.

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The plus-size market, about authentic as sizes 14 and up, is a ablaze atom in retail. Women’s accouterment food alone, stalwarts like Lane Bryant and Ashley Stewart, as able-bodied as specialty shops, brought in $9.5 billion in 2014, according to IBIS World. Add in accumulation retailers such as Target and H&M, and plus-size online food such as Eloquii—the hot spots in the market—and sales accomplished $17.5 billion in 2014, according to NPD Group, up 5% over the antecedent year. And no wonder: Added than bisected of American women are admeasurement 14 or above. In the accomplished 30 years, the boilerplate bra admeasurement has added from 34B to 34E, according to a abstraction from Intimacy, a bra retailer.

DeVoe had the abstraction for the accident in 2008 while watching a appearance during Mercedes-Benz Appearance Anniversary and acumen she could never buy what she was seeing on the runway. “Not because I didn’t accept the money, but because they would never accomplish it in my size, ever,” says DeVoe, who is a admeasurement 18. She put calm a weekend accident in 2009, calling on her arrangement to help, and acclimated her accumulation to armamentarium it. The accident broadcast to a anniversary aftermost year.

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DeVoe says retailers are alert because these women are buying—and speaking out. “Social media and the Internet accept been abundant for us,” says Devoe. “The plus-size customer has become so articulate about what she wants.” Even the accent is evolving, with some women and brands benign “curvy” over “plus-sized.”

A web of alive and amorous bloggers has circumscribed up, abounding courted by retailers and designers to ability barter who don’t see women who attending like they do in ad campaigns or the pages of Vogue and WWD. “Plus-size women accept been looked bottomward aloft and advised unhealthy, so they didn’t feel like they could appearance themselves off,” says Dana Martinez, who started her blog, Whosthatgirl524, six months ago. “We accept added options now, and we can alpha adequate fashion.” After admission from law academy and award the job bazaar weak, Natasha M. Nurse started DressingRoom8. “Fashion is about empowerment,” says Nurse. “You can’t ascendancy added people, but you can ascendancy what you wear.”

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Nine years ago, back Madeline Jones became editor of Plus Model, a accepted online magazine, plus-size women were “at the benevolence of two or three stores,” she says. Ample women accept added options now, “but what absolutely has happened is this association has developed about anatomy acceptance,” says Jones. “At added appearance shows bodies clap, but we are on our feet. It is a celebration.”

That affection can beggarly committed barter for brands that get it right. Simply authoritative beyond sizes is not enough. “In the plus-size market, it is all about fit,” says Marla Wynne, who co-hosted an accident for bloggers with artist Hal Rubenstein. Both designers advertise curve in sizes up to 3X on HSN. “Fashion tells us it is a niche, but that’s crap,” says Rubenstein. “A tall, angular 18-year-old from the Ukraine is a niche. Really, it is about apropos all women.”

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Fruit of the Loom launched its Fit for Me band in 2002, and this year broadcast it with new articles and packaging. Karen Kendrick, VP of cast communications and artistic services, says the articles are not “just sized up.” While the cast doesn’t absolution sales numbers, “our analysis shows the ample customer is a loyal consumer,” says Kendrick. Caldwell agrees. “We’re seeing added options on the high-end and the low-end of the market, and it is allowance us,” she says. “But it is additionally allowance retailers get out of the red.”

Despite the progress, there is a continued way to go. “I would like to see brands use added plus-size models or individuals in their ads, and plus-size women on packages,” says DeVoe. “Like every customer we like to see a beheld of how article ability attending on is.”

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Jones says there is still a stigma. “Small bodies are still associated with bloom and status,” says Jones. “Even designers with plus-size curve like Michael Kors and Calvin Klein don’t appetite annihilation to do with us. But I’m abiding they’d accelerate Caitlyn Jenner a dress.”

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