Joe Fresh moved into the US a few years ago, and its budget-friendly, fashion forward offerings were an instant hit with men, women, and children alike. But a significant demographic was left out of their popular stores: extended-size wearing women. Thankfully, the Canadian brand is finally fixing that serious oversight.
The brand is the latest in a string of retailers that are listening to who’s actually shopping. This fall, they are introducing “extended sizing,” increasing their size range from 0-16 up to 22, with all sizes priced equally. It’s not surprising that they’re finally serving a consistently underserved customer base, considering the average American woman now wears a size 16. Beyond that, not all plus-sized clothing is fairly priced.
The clothing retailer has also tapped curve model Tara Lynn to be the face of their new campaign. Their extended size collection is now shoppable on their website, and includes everyday wardrobe staples like this versatile Moto Jacket ($69) and Faux Leather Pant ($39).
This news is encouraging, but there is a catch. Not every item will be offered in extended sizing. In a press release, Joe Fresh president said that only a “selection of favorite sizes” will be available in extended sizing, which means some items will still stop at 16. Still, it’s a step in the right direction.
Are you excited about Joe Fresh’s new inclusive sizing? Tell us what you’re excited to buy for fall @BritandCo!
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(h/t Racked; photos via Joe Fresh, Carlos Osorio/Getty)