Madewell has joined a growing number of fashion brands that are embracing diversity with a wider range of sizes and designs catering to women of all shapes and sizes.
The brand has just add a range of ‘extended sizes’ to its denim collection – and celebrate the launch with a stunning campaign featuring a diverse cast of ‘curvy and in-between’ models showcasing the larger range of options now available.
Madewell’s jean collection, which once only went up to a 32, is now available in sizes 25 to 35, with additional options being released to cater to taller women, as well as those who require curvier options.
Inclusive: Madewell launched new ‘extended sizes’ within its denim collection, embracing women of all sizes and even rolled out a new campaign featuring curvy models
New sizes: The retailer made all of its most beloved jeans that were once only available up to size 32 or 14, into bigger sizes with the range now going from 25 to 35
Models: In addition to using curvy models, the brand introduced ‘in-between’ models who are girls that don’t fit in a small sample size but also aren’t big enough for plus-size
It also designed a completely new pair, The Curvy Jean, which is a flattering alternative to its bestselling skinny jeans, but made specifically to suit girls with curves.
The J.Crew-owned brand, introduced the new ‘extended sizes’ with a stunning series of images for its spring 2018 collection, all of which feature more body-diverse models.
Describing the new curvy fit, the brand explained that it re-engineered its classic skinny jeans, for ‘those with an hourglass shape, translation: booty.’
Madewell then added its trademark ‘holds-you-in Magic Pockets’ in the front, made the waist a bit higher, added a contour waistband and added more room to the thighs and low hips.
Aside from creating jeans in bigger sizes, a spokesperson for the brand said it is also starting to use a lot more curvy models and ‘in-between’ models – girls who don’t necessarily fit in a small sample size but also aren’t big enough for plus-size.
Madewell shared with Yahoo Lifestyle, that the brand is also trying to add more retail sizes and include different sized models across all of its fashion items and ads.
Fit: Describing its new curvy fit, the brand explained that it re-engineered its classic skinny jeans, for ‘those with an hourglass shape, translation: booty’
Progress: While the J.Crew-owned brand has currently only rolled out bigger sizes in its jeans, a spokesperson shared that it will be rolling out more sizes in different products
New: Aside from its more inclusive sizes and diverse models, the spring 2018 launch also boasts a lot more offerings such as white denim that ‘isn’t see-through’ and ‘Magic Pockets’
They shared that, ‘Madewell is committed to creating denim for everyone, and we aim to reflect this in our product and imagery.’
While the retailer still doesn’t have extended sizes for any of its other clothes, a spokesperson insisted that this is soon going to change.
‘We’re also continuing to expand our size range, fits, and styles, so all of our customers can find exactly what they are looking for,’ the representative explained.
‘This isn’t exclusive to denim. We are working to reflect this in all style offerings. We have customers of all shapes and sizes, and it’s incredibly important to us that our models and brand imagery reflects that.’
Aside from the more inclusive sizes and diverse models, the spring 2018 launch also boasts a lot more offerings across the board.
Some of Madewell’s other offerings include white denim that ‘isn’t see-through’ and expanding the availability of its famous ‘Magic Pockets’ which are now on more pairs of pants.