This cult plus-size brand believes inclusivity means making smaller sizes

Universal Standard is breaking down the barriers between plus- and straight-size fashion by expanding into smaller sizes. What will its fans say?

Since its launch in 2015, Universal Standard has attracted legions of fans to its fashion-forward clothes, which come in a size range–from 10 to 28–that isn’t often known for high-quality fabrics and smart tailoring. With a “show, don’t tell” approach to body positivity that eschews talk about self-acceptance and empowerment in favor of gorgeous photography of curvy women in beautifully draped dresses and well-fitting jeans, the upstart brand has had an outsize impact on the plus-size clothing industry. Now it’s positioning itself to shake up the straight-size market as well.

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