Fashion Commerce Finds Its Plus-Size Fit

As D2C fashion brands start moving beyond “plus-size” as a separate category, they are building for a consumer behaviour shift that ecommerce has barely begun to price in

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For years, extended-size fashion in India has been limited to a separate section, a handful of styles or basic XXL-and-above clothing. The result is often a poor shopping experience. A shirt may fit at the chest but pull at the armhole. A dress may work at the waist but sit awkwardly at the hip. A kurta may look fine in a standing trial, then become uncomfortable once the customer moves. 

Now, a clutch of digital-first brands is starting to treat this as a design, demand-forecasting and inventory problem. Last year, Virgio, a fashion brand founded by former Myntra CEO Amar Nagaram, launched Beyond The Curve, a line for plus-size women. 

Rather than simply extending its existing catalogue into larger sizes, Virgio built the collection through customer feedback, co-created it with actor and body-positivity advocate Anjali Anand, and plugged it into its on-demand production model. 

There are others too. Myntra has Sztori, Westside has Gia and Diza, TIGC has Hardsoda, and NEWME is preparing a dedicated plus-size range.

What makes this worth tracking is that the market is expanding beyond consumers who need larger sizes. Shoppers are also choosing relaxed shirts, oversized silhouettes and roomier fits for comfort, breathability, layering and modest dressing. That turns extended sizing from a narrow inclusion category into a wider fashion behaviour.

For shoppers, this is not simply about finding a larger garment. It is about finding fashion made for their proportions, preferences and........

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