Photo: LGN Louis Gabriel Nouchi
The fashion industry is well-known for its preference for and focus on unrealistically thin models. However, over the past ten years, there has been significant growth in the plus-size segment, evidenced by the increase in plus-size models in fashion shows and advertisements. Many brands and retailers are now embracing inclusive sizing in response to demands for diversity and inclusivity, albeit with a focus mainly on women’s wear.
Considering that women are the primary consumers in luxury fashion, men—specifically plus-size men—often go unnoticed due to perceived commercial risks. In today’s society, women have been especially active in advocating for size inclusivity, sparking a swiftly advancing movement for body positivity. Their advocacy has led many brands to broaden their size offerings, and although some may view this as performative aimed at boosting profits, it nonetheless allows for a wider array of style choices.
The situation is quite different for men. Despite progress made in female size inclusivity, a significant gap persists in menswear regarding size representation. This raises the crucial question: What about inclusivity for men? And where are the plus-size male models? LUXUO explores the overlooked male plus-size market and the shortcomings in fashion’s approach to inclusivity.
Luxury Brands’ Hesitation to Broaden Size Options
Photo: Launchmetrics
Photo: Launchmetrics
The current level of plus-size representation in menswear is quite low, as there is minimal visibility in high fashion brands and a significant lack of information about the plus-size menswear industry even with a substantial population. A study by Iowa State University reveals that plus-size men constitute 70% of the male population in the United States, with 40% experiencing size and fit issues. As of 2023, the global plus-size market is valued at $288 billion and is projected to exceed $500 billion by 2033.
Given these statistics—despite the apparent growth opportunities for brands and the large number of individuals being neglected—why does the fashion industry largely ignore this segment? Perhaps it stems from a patriarchal and somewhat limited understanding of masculinity in menswear. According to retail analyst Kayla Merci, the fashion industry’s internalized fatphobia and reluctance to accommodate larger sizes are crucial factors behind the lack of plus-size representation.
Moreover, the lack of inclusivity in men’s fashion is largely influenced by societal beauty standards, typically reinforced by the representation of models in advertisements and runway shows. It is widely acknowledged that designers often create their collections with a specific body type in mind, usually perpetuating an unrealistically tall and slim male ideal—leading to inadequate representation in high fashion.
At Milan Fashion Week 2023, it was noted that only six out of 72 shows featured at least one male plus-size model, making up just 0.6% of the total. While awareness is growing, the predominance of the lean male figure allows little space for those who fall outside of this mold, making it challenging for this demographic to shop for high fashion. Significantly, many fashion retailers have extensive size ranges designed for mass markets to maximize profits; however, luxury brands trail behind due to a rigid notion of “desirability” and potential commercial risks.
Luxury brands often cite financial and logistical reasons for their reluctance to expand their size offerings. Given that impeccable tailoring is fundamental to menswear, designers argue that accommodating larger sample sizes is a more complex task, which contributes to the lack of representation during presentations. The commercial risks extend to developing diverse sample sizes and managing various body shapes across numerous products, all of which necessitate market research and product testing.
In addition, plus-size men often find it impossible to shop for luxury brands in-store, as sizes are generally unavailable on racks or displays—further alienating, marginalizing, and excluding individuals who are plus-sized. When catering to larger sizes, many are limited to oversized silhouettes that lack structure and often fall short of contemporary trends. Consequently, high-end brands, recognized for their exceptional quality and prestigious reputation, are rarely matched by fast fashion alternatives.
Yet, in the current industry environment, men who do not conform to high fashion standards find little opportunity to shop and are compelled to settle for ill-fitting, trendless fast fashion garments. Despite facing a vast demographic and promising growth potential, inclusive fashion proves to be more than a mere marketing strategy; it is a necessity for many. By addressing this underrepresented community, thoughtful initiatives could greatly enhance a diverse and loyal customer base.
Societal and Cultural Standards
Backstage at Charles Jeffrey Loverboy SS25
A significant factor contributing to this issue is that men tend to be far less expressive about insecurities related to body image and often maintain a more obstinate position regarding masculinity. While it is clear that a large number of individuals remain uncatered for, many persist in adhering to conventional beliefs about masculinity by neglecting issues related to self-esteem and body image. According to an analysis by the German newspaper Zeit, it was revealed that men typically prioritize other aspects such as social standing and financial success. This mindset lends credence to the notion that men need not conform to beauty standards as it is deemed unimportant. The stereotype that men should concentrate on careers while women adhere to stringent beauty norms is not only outdated but is still widely accepted today.
Consequently, many individuals advocating for size inclusivity have historically faced marginalization due to their body size. For brands that have broadened their size ranges, larger sizes are often categorized under the label “Big and Tall,” which reinforces negative stereotypes and suggests that being “plus-sized” carries a stigma. These dynamics mean that a large portion of the plus-size male population remains underrepresented, hindered by fears of societal judgement and pressure to conform to normative masculine ideals. Hence, it is unfortunate that high fashion brands may feel there is no necessity to cater to larger sizes if there isn’t widespread demand for change from this demographic. Without significant outcry, brands may not perceive profitability and are thus reluctant to expand their size options.
The influence of social media and digital marketing cannot be underestimated. These platforms shape the success of cultural movements and activism, providing users with a platform to voice their opinions and advocate for change. This has been particularly evident in the growing acceptance of plus-size women and widespread advocacy for inclusive sizing. Although there’s much work to be done in terms of female size inclusivity, we’ve seen a significant shift in societal expectations, with an increase in diverse and inclusive fashion campaigns and runway models championing a brand’s broad size assortment. The younger generation has been instrumental in driving this cultural change; with greater freedom in expression, consumer habits have become more mindful, placing a heightened emphasis on aligning social values when making purchases.
Photo: Launchmetrics
Photo: Launchmetrics
Photo: Launchmetrics
The role of social media advocacy has proven effective in extending plus-size collections, aiming to attract the younger demographic and enhance customer bases for profit. Nevertheless, this progress does not extend to men, despite several celebrities such as Sam Smith, Jonah Hill, and Seth Rogan raising awareness of this gap. While plus-size women have gained empowerment through media representation, larger men often find themselves depicted as less appealing in films and advertisements. Though there has been some progress with brands like Rihanna’s Savage X Fenty, Kid Super, Charles Jeffery Loverboy, and LGN Louis Gabriel Nouchi showcasing plus-sized male models and a wider range of body types, the largely untapped market for plus-size males remains profitable yet often ignored due to a lack of advocacy and consumer demand. Like women, many men also deal with self-esteem and body image challenges, making it essential to promote advocacy and representation to enrich the diversity present in men’s fashion.
In conclusion, despite the considerable potential in the male plus-size market, this segment largely remains underrepresented due to an absence of urgency in raising discussions about the significance of diverse male representation in fashion. While substantial work is needed regarding inclusivity in fashion overall, progress in the representation of plus-size women proves that when the public challenges existing norms, awareness is raised and change is fostered. Only then are luxury brands likely to address inclusivity for plus-size men. Like the female demographic, men continue to grapple with self-esteem and body image dilemmas, thus making it vital to cultivate advocacy and representation to embrace greater diversity in men’s fashion.
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