ModCloth is ‘Dropping the Plus’

If you’ve stopped by ModCloth’s online storefront lately, you may have noticed that it’s looking a little different. The navigation bar of their website now lacks the ‘plus-size’ tab, but never fear — the retailer hasn’t gotten rid of extending sizing altogether. In fact, it’s quite the opposite.

According to Marie Claire, ModCloth is still selling sizes 16 and above and even expanding the styles they offer in this size range, but they have officially removed the term “plus-size” from their site. Instead of featuring a separate plus-size tab on their navigation, they are “integrating larger sizes into the rest of their lineup” by incorporating extended-size sections into their already-existing navigation tabs. For example, if you are shopping for dresses in a size 18, you will now find extended sizes under the ‘Dresses’ tab instead of a separate ‘Plus-Size’ tab.

Following on the heels of a recent Internet campaign called #DropThePlus (which “went viral after models noticed that thinner and thinner models were receiving a “plus” label for no reason”), ModCloth introduced their own line of clothing in August which offers all of the pieces in their collection in a complete size range — XS through 4X to be exact.

A blog on ModCloth’s site explains that after introducing the line at their Fit Shop in San Francisco, they witnessed “women of all shapes and sizes, shopping together in one place, and even trying on the same styles.”

ModCloth’s Founder Susan Gregg Koger spoke on the impact of this moment. “I think there is still an outdated notion in the [fashion] industry that ‘plus’ should be separate because it’s less aspirational, or because that consumer is less fashion-forward, or less willing to spend on herself. But what we’re hearing and seeing from our community is that it is simply not true,” she explained.

Seeing friends of different sizes having fun while shopping together in one section prompted them to examine the structure of their website in order to recreate online the inclusive shopping experience they observed in their store. “If ‘Plus’ isn’t a separate section in our shop, then why should it be a separate section on our site? Instead of ‘Plus’ standing alone as its own category, isn’t it really a part of other categories, like maxi dresses are a part of the ‘Dresses’ category? Eureka! That’s it,” their blog says.

Explaining that they chose to define shopping categories by “types of clothing, not by types of bodies,” the ModCloth blog says they finally landed on the term “extending sizing” to replace the term “plus” because “it’s an all-encompassing term that could, in the future, also contain XXS, petite, tall, and other various sizing extensions beyond the standard range. It’s another step towards size- and body-inclusivity.”

Koger says that dropping the terms ‘plus’ or ‘plus-size’ from their site is making a statement, one that will hopefully “provide a better shopping experience for our community today, but hopefully will spark a change in the broader fashion industry in the future.”

Further, this move to create a more welcoming shopping experience for women of all sizes aims to showcase ModCloth’s belief that “style knows no size,” while also creating “the most inclusive, confidence-boosting shopping experience for everyone and every body.”

Thank you, ModCloth, for teaching us all that style is sizeless. We, too, believe in #StyleForAll.