By Avery Matera. Photos: Getty Images, Courtesy of Instagram.
The fashion industry is finally starting to come around to the idea that style isn't one size fits all, and representing a more diverse group of women—ethnically, racially, and physically—isn't just an option, it's a necessity. Which is why Forever 21 feels like it's the right time to relaunch its plus-size offering, which first debuted eight years ago.
Starting Friday, April 14, shoppers can expect updated ad campaigns—starring "It" models Barbie Ferreira and Lulu Bonfils—as well as modernized collections that fit nicely with the rest of the retailer's merchandise that range from size XL to 3X, with prices starting around $16 and capping at just under $80, according to Women's Wear Daily.
"We launched Forever 21 Plus in 2009 as we felt that there was a big gap in the market for trend-driven, plus fashion at a great value,” Vice president of merchandising, Linda Chang told WWD. “Our instincts were right and now ‘plus’ is a key category for us. We’re relaunching Forever 21 Plus in response to a growing customer demand for more styles and fashion."
In addition to revamped ready-to-wear, lingerie, and accessories collections, the fast-fashion chain is also adding to its plus-size swim line, as well as other bells and whistles that'll definitely appeal to the store's social media-savvy consumer.
“To amplify this [expanded collection], we have created a special lookbook that acts as a styling guide for our customers, which illustrates the new, energetic and bold look of the collection," Chang said. "Additionally, we will be highlighting more influencers and customers on the [Forever 21 Plus Instagram](https://www.instagram.com/forever21plus/).”
To say this move is coming at the right time is an understatement: A 2016 study by the NPD Group found that more teen girls than ever are buying plus-size clothes, and they want a wider variety of styles—with half understandably wanting to buy brands that make both regular and plus-sizes. Not to mention, teens are most likely of all age groups to feel that “brands design plus-size clothing as an afterthought” and “plus-size clothing should be offered in the same styles available for my smaller friends.”
This story originally appeared on Glamour.
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