Plus-size women are shoppers who want clothing, activewear, swimwear and intimates that fit across a full size range and treat them as the main customer, not an afterthought. Many are aged 18 to 54 and value representation and comfort. Brands serving them include Beyond Yoga, Parade, Athleta, Girlfriend Collective, Knix, Summersalt and Andie Swim. Studying their ads shows how inclusivity is shown credibly, how fit is explained, and which creative choices build trust with a group that has often been ignored.
They want a full range available across styles, not a limited extended section.
Seeing women of many sizes and bodies in ads builds trust and belonging.
Past bad fits make them wary, so fit tools and clear size guides help.
Comfortable, flattering pieces that support confidence outrank trend chasing.
Many favor brands that act on body positivity and sustainability, not just talk about it.
Adore Me (adoreme.com) was founded in 2011 by Morgan Hermand-Waiche in New York City. The brand offers subscription-based and one-time-purchase lingerie with inclusive sizing, sold DTC. Acquired by Victoria's Secret for $400M in November 2022. Also searched as Adore.
Aerie is American Eagle Outfitters' intimates and activewear brand, offering bras, underwear, swimwear, and loungewear for women. The brand is known for its body-positive marketing approach featuring unretouched imagery. It sells through its own retail stores, e-commerce, and within American Eagle locations.
Andie Swim is a New York DTC swimwear brand founded in 2017 by Melanie Travis. The brand's quiz-to-fit personalization engine matches shoppers to ideal styles, reducing return rates and driving strong email nurture performance. Also searched as Andie.
Athleta is a Gap Inc.-owned B-Corp certified women's activewear brand founded in 1998. Known for inclusive sizing and purpose-driven marketing, it positions itself as the values-led alternative to Lululemon, blending performance gear with social responsibility messaging.
Beyond Yoga is an LA-based women's activewear brand that pioneered inclusive sizing across its entire product line from launch. Acquired by Levi Strauss & Co. in 2021, their inclusive brand narrative has been a consistent paid media performance driver. Also searched as Beyond.
Bohemian Traders is an Australian designer fashion brand offering size-inclusive bohemian womenswear from 2XS to 4XL. Originally built on a highly engaged Facebook community, the brand operates a pure DTC e-commerce model shipping worldwide, combining vibrant colour palettes with classic silhouettes inspired by the Australian coast. Also searched as Bohemian.
Böhme is a women's clothing brand founded in 2006 in Salt Lake City by Brazilian sisters Vivien and Fernanda Böhme. The brand grew through Instagram and Pinterest with modest-leaning boho aesthetics, operating DTC and retail stores across the western US.
Bras N Things was founded in Australia in 1983 and is one of the country's largest lingerie retail chains. Acquired by Hanesbrands, the brand operates physical stores across Australia and New Zealand and a DTC channel at brasnthings.com. Post-acquisition investment has focused on inclusive sizing (extending to G+ cups) as a key DTC differentiator, supported by body-positive Meta and digital campaigns. Also searched as Bras.
Cuup is a direct-to-consumer intimates brand selling bras and underwear designed with an emphasis on inclusive sizing and fit consultations. It markets itself as a modern lingerie brand focused on comfort and body inclusivity, sold primarily through its own e-commerce site.
Ellos is a Swedish fashion and home brand founded in 1947 in Borås. Originally a catalogue brand, Ellos has pivoted to a DTC-first e-commerce model offering womenswear with strong plus-size and size-inclusive positioning, alongside home furnishings and textiles with a Scandinavian lifestyle aesthetic.
Girlfriend Collective is a Seattle-based sustainable activewear brand founded in 2016 by Ellie and Quang Dinh. Made from recycled plastic bottles, it launched with a viral 'free leggings for shipping cost' campaign that generated massive first-party data and built a brand known for inclusive sizing from XS to 6XL. Also searched as Girlfriend.
Knix is a Toronto-based DTC underwear brand founded in 2013 by Joanna Griffiths. It pioneered leak-proof and period underwear for women in inclusive sizing, building growth through an ambassador micro-influencer community model that turns real customers into brand advocates across all body types.
Lively is an American intimates and loungewear brand selling bras, underwear, and swimwear through direct-to-consumer e-commerce and retail partners including Target. The brand markets itself around comfort-first, size-inclusive intimates. It advertises across Meta placements to drive online sales.
Nani Swimwear is a Los Angeles-based size-inclusive swimwear brand founded by Nadia Moreira. The brand uses eco-friendly fabrics, cruelty-free materials, and bold colorways to target Gen Z consumers who value sustainability and body positivity. The brand reported 784% growth in 2025 driven by TikTok and Instagram beach content, UGC campaigns, and a loyal size-inclusive community. Also searched as Nani.
Negative Underwear is a New York DTC lingerie brand founded in 2014 by Marissa Vosper and Lauren Schwab. The brand pioneered the minimalist wireless bra category, positioning comfort and clean aesthetic as a sophisticated alternative to Victoria's Secret push-up maximalism. A strong influencer affiliate program and editorial fashion features have built a loyal DTC repeat-purchase community. Also searched as Negative.
Neiwai is a Chinese intimates and apparel brand selling bras, underwear, and loungewear with a focus on comfort-oriented, body-positive design. It sells through e-commerce and retail stores across China. The brand advertises on Meta to reach intimates consumers.
Parade is a New York DTC underwear brand founded in 2019 by Cami Téllez. The brand became notable for its radically inclusive approach — diverse body representation, a wide size range, and a community-co-creation model where Instagram followers voted on colorways. This approach turned customers into brand evangelists and built a Gen Z community that scaled organically alongside paid investment.
Princesse tam.tam is a Paris-based lingerie, swimwear, and loungewear brand founded in 1985 by sisters Shama and Logos Melon. Known for vibrant prints, inclusive sizing, and body-positive messaging, it became a DTC reference in French lingerie before being acquired by the Chantelle Group in 2015. The brand operates 50+ boutiques alongside a strong e-commerce channel. Also searched as Princesse.
Savage X Fenty is a lingerie and loungewear brand founded by Rihanna in 2018, known for size-inclusive intimates and body-positive marketing campaigns. The brand sells direct-to-consumer through its own e-commerce site and retail stores under a subscription-style membership model. It advertises heavily across Meta placements to promote new collections.
Skims is an American shapewear, loungewear, and apparel brand founded by Kim Kardashian in 2019, selling body-inclusive shapewear, underwear, and clothing through direct-to-consumer e-commerce and select retail partners. The brand is known for size-inclusive fits and frequent celebrity-driven product drops. It advertises extensively across Meta placements.
Snag Tights is a size-inclusive hosiery DTC brand headquartered in the Netherlands, founded in 2018. The brand achieved viral growth through a radical advertising strategy: featuring real customers of all sizes without retouching, demonstrating true inclusivity rather than token diversity. Their paid social scaling became a widely studied DTC case study. Also searched as Snag.
Summersalt is a St. Louis DTC swimwear brand founded in 2017 by Lori Coulter and Reshma Chamberlin. The brand studied 10,000 body measurements to engineer swim fits across a wide size range, turning data into a marketing story.
The most credible ads show real range. Beyond Yoga pioneered inclusive sizing across its whole activewear line, and its creative reflects it. Parade features size-inclusive, colorful underwear with a community-driven voice. Athleta pairs inclusive sizing with a values-led, B-Corp identity, and Girlfriend Collective adds recycled materials. Fit is a recurring theme. Andie Swim built its pitch on quiz-to-fit personalization, while Summersalt uses data-engineered design for flattering swim and resort wear. Knix pioneered leakproof underwear and promotes comfort for all body types. When studying these ads, check whether models across the size range appear in every campaign or only occasionally. Notice how brands handle language, avoiding euphemisms and focusing on what the garment does. Compare formats: try-on videos, fit quiz promotions, customer stories and size-range demonstrations. These show which methods build trust fastest.
Trust is earned through visible, consistent inclusion. Ads that show different body types wearing the same piece, with honest fit notes, reduce hesitation. User-generated content and real reviews matter more than glossy campaigns. Fit tools turn doubt into action. Quizzes, size charts with measurements and easy exchanges help buyers commit. Comfort claims should be specific, such as fabric feel, stretch and support, rather than vague. Mistakes to avoid include token inclusion, retouched imagery, language that implies shame, and offering sizes in a few styles only. Don't assume plus-size shoppers want less style; they want the same range of options as anyone else. Use the brand ads here to see how activewear, swim and underwear brands each frame inclusivity, and where messaging feels most authentic and consistent.
Brands include Beyond Yoga, Athleta and Girlfriend Collective in activewear, Parade and Knix in underwear, and Summersalt and Andie Swim in swimwear. All emphasize inclusive sizing and fit. Comparing these brands side by side shows which ones show real size range in every campaign rather than occasionally.
They show models across a range of sizes in the same styles, share honest fit details and often use customer photos. Some add fit quizzes or data-driven design to build confidence in sizing. Look at fit tools, customer photos and honest sizing notes to see what builds trust fastest.
Messaging that centers fit, comfort and genuine representation works best. Avoid euphemisms and token inclusion. Specific product detail and easy exchanges help reassure buyers who have been burned by poor fit. Comparing these brands side by side shows which ones show real size range in every campaign rather than occasionally.
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