The perception of beauty is evolving, both in America and across the globe. With the rise of social media, women now have the platform to showcase their natural beauty, freeing themselves from traditional beauty standards dictated by advertising. Instead of relying on “ad men” to define beauty, women are embracing and celebrating their unique appearances through social media, gaining validation through thousands of likes.
This movement is supported by data indicating that the average woman’s body has changed significantly. A recent study featured in the International Journal of Fashion Design, Technology, and Education highlights these shifts. So, what does this mean for women today? Let’s dive in!
The research involved over 5,500 women in the United States and revealed a notable trend: women’s average sizes have increased over the past twenty years. At the start of the 2000s, the typical waist measurement for American women was 34.9 inches. Today, that figure has risen to 37.5 inches—a change of 2.6 inches. The study noted that these changes reflect “greater distinctions” when examining data by race and ethnicity.
Lead researcher Susan Dunn remarked, “We hope that this information can get out and be used by industry and consumers alike. Just knowing where the average is can help a lot of women with their self-image.” She emphasized the need for the fashion industry to recognize that these women are here to stay and deserve fashionable clothing that fits well in both style and size.
Currently, the average American woman wears between a size sixteen and eighteen, which falls into the lower end of plus sizes. This calls for a crucial shift in the fashion industry—designers need to focus on real women rather than the unrealistic body types often portrayed in media.
The findings urge clothing designers to reconsider their definitions of regular and plus-size clothing. With the average woman’s size changing, fashion must adapt to reflect these realities. Instead of expecting women to conform to outdated sizing, the industry should create clothing that caters to the modern American woman.
Dunn and co-author Deborah Christel, both faculty members in apparel merchandising, design, and textiles at Washington State University, conducted this important research. They highlighted that the average American woman no longer fits into a size 2; instead, she is shopping for sizes 16 and 18. If fashion experts fail to update their offerings to reflect this reality, they risk being left behind as the tides of change continue to rise.
What are your thoughts on this shift in fashion? How do you believe it will impact the industry moving forward?
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