As weight-loss drugs grow in popularity across the United States, fashion brands are cutting back their plus-size ranges, frustrating customers seeking larger clothing options.
In March 2023, model and activist Tess Holliday announced a partnership with H&M as a size and inclusivity consultant. The collaboration included an expansion of H&M's size range from XL to 4XL and an increase in body diversity among its models. Holliday described the partnership as "one of the most meaningful things that I've done in my career."
The move bucked an industry-wide trend. By 2023, the fashion industry had shifted toward celebrating slimmer body types following the rise of weight-loss medications, marking a departure from the body positivity movement that gained prominence in the late 2010s.
