Recently, someone found in the mall that women's clothing stores abandoned the emaciated models in the trend aesthetic and used strong models to display clothes, which triggered heated discussions among netizens, especially the real muscle lines of the models, the "worship meat" of the arms, and the small belly of the abdomen, which became the focus of public discussion.

In the eyes of most people, strong models are more real, like themselves, can avoid some body anxiety, and models such a stronger body represents health, and healthy aesthetics should be a popular fashion in modern times.

In this "thin = beautiful"-oriented consumption era, brands break the norm and use stronger models, which has successfully attracted the attention of the public and formed a broader topic discussion, and its reverse marketing method has certain reference value and reference significance.

In fact, before #women's clothing stores used strong models to show clothes to attract heated discussion#, plus-size women's clothing, a market ignored by mainstream aesthetics, had already become a big hit on the e-commerce live broadcast outlet.

During 618 this year, Plusmall, a plus-size women's wear brand founded by Yang Tianzhen, achieved another stage of results in the subdivision track, according to the data provided by the world's online merchants, Plusmall ushered in strong growth in 2022, with 142,000 pieces sold during 618, and sales increased by 222% year-on-year as of June 60, 2022.

The sudden rise of the plus-size women's wear brand "Yunfei Xiu" has achieved a daily order volume of more than 10,000, bringing linear growth to the brand and becoming one of the well-known head live broadcast e-commerce brands in the plus-size women's wear market.

In this era of A4 waist, comic legs and BM zero-size women's clothing, with the intrusion of plus-size women's clothing and strong models, it has undoubtedly broken the status quo of "thin = beautiful" single aesthetic, so that plus-size consumer culture highlights and gradually reaches the hearts of more users, turning "fashion does not accept obesity" into history, forming a consensus that "fat can also be very beautiful and fashionable".

In fact, plus-size women's clothing has been around for a long time, such as Yunfei Xiu has entered the plus-size women's segment for 12 years, why has it only become popular in recent years? Mr. Art of War seems to have four main reasons:

The rise of female consciousness, breaking prejudice and rejecting pathological aesthetics

For a long time, those women who are not slim enough have suffered great social prejudice and even discrimination, making some women unable to go out confidently, while some people classify men's "big belly" as the performance of successful people, so that men and women suffer unfair treatment on the issue of obesity.

Coupled with the single aesthetic of thinness for beauty, it has brought more people body anxiety, and the emergence of plus-size women's clothing not only meets the growing consumer needs of users, but also conveys a different aesthetic concept to more people, and also swears that everyone has the right to pursue beauty.

In fact, beauty should have nothing to do with age, gender, fat and thin, "fat for beauty" and "thin for beauty" are the manifestations of pathological aesthetics, beauty does not need to be defined, or this is the healthy beauty that should be popular.

Just as #Women's clothing stores use strong models to display clothes to attract heated discussion#, because women's clothing stores break the definition of beauty standards in the consumer market, and adopt an aesthetic that is more real, healthier and more symbolic of mainstream social values, so that strong models have gained discussion and attention as soon as they appear, and in the volume of discussion, more people have been freed from the confined thinking of thinness for beauty and began to try to accept diversified aesthetics.