The concept of beauty is experiencing a major shift, both in America and worldwide. Social media has empowered women to celebrate their own unique beauty, no longer relying on advertisers to define who is beautiful. Instead, women are showcasing their natural beauty through posts that receive thousands of likes, embracing diverse body types and redefining beauty standards.

This cultural movement is supported by data, revealing that the average woman is changing. A study published in the International Journal of Fashion Design, Technology, and Education found that the average size for American women has increased. The research, which analyzed over 5,500 women in the U.S., found that the average waist size has grown from 34.9 inches at the turn of the millennium to 37.5 inches today. This shift reflects greater distinctions in body size, especially when considering factors like race and ethnicity.

“We hope this information can benefit both the fashion industry and consumers,” said Susan Dunn, one of the study’s lead researchers. She emphasized that understanding these trends can help women with their self-image, while also encouraging the apparel industry to adapt to reality. “These women aren’t going to disappear. They deserve clothing that fits well, both in style and size,” she added, highlighting the need for more inclusive fashion options that go beyond online or back-corner sections.

The study revealed that the average American woman now wears between a size 16 and 18—what the industry typically classifies as the lower end of plus sizes. This raises the question: isn’t it time for fashion designers to acknowledge reality and design for real women, rather than stick-thin models forced to conform to unrealistic beauty ideals?

Dunn, along with co-author Deborah Christel, both faculty members in apparel merchandising, design, and textiles at Washington State University, argued that fashion brands must reconsider what they define as “regular” versus “plus-size” clothing. As the average woman’s size continues to increase, the industry must adapt or risk alienating a large portion of the population.

What do you think of this evolution in fashion? Should designers prioritize creating clothes that reflect the bodies of everyday women?