The standard of beauty is evolving, not just in America, but around the world. Thanks to the rise of social media, women no longer need advertisers or fashion moguls to define beauty for them. Instead, they can showcase their own natural beauty, gaining tens of thousands of likes for celebrating beauty in all forms, shapes, and sizes.

This shift in how beauty is viewed isn’t just anecdotal – there’s data to back it up. The average woman is changing, and it’s not just a perception; it’s a reality. A study recently published in the International Journal of Fashion Design, Technology, and Education found that the average woman is no longer a size 14. But what does that mean for the fashion industry and society as a whole? Let’s dive in and find out.

The study, which analyzed more than 5,500 women across the United States, revealed that over the past two decades, the average size of American women has increased. At the turn of the millennium, the average waist size was 34.9 inches. Fast forward to today, and that number has jumped by 2.6 inches to an average of 37.5 inches. This change reflects “greater distinctions” when considering race and ethnicity, underscoring that the standard for the “average” woman is broader than ever.

Susan Dunn, one of the lead researchers of the study, hopes that this information reaches both consumers and the fashion industry. “Just knowing where the average is can help a lot of women with their self-image,” Dunn explained. Her message to the fashion world is clear: these women aren’t going anywhere, and they deserve clothes that fit both in style and size.

Dunn also pointed out a persistent issue: “It’s still controversial that clothing for women of these sizes is often relegated to the back corners of stores or available only online. Why is that?” she asked. With the average American woman now wearing between sizes 16 and 18 – sizes classified as the lower end of plus-size – it’s high time for the fashion industry to catch up with reality.

For years, the fashion world has designed clothing around stick-thin models, many of whom have to starve themselves to fit into their garments. But as this study shows, the average American woman looks quite different from the runway ideal. And yet, the industry continues to prioritize smaller sizes, even though the typical shopper is looking for something more inclusive. It’s time for a change.

The study suggests that clothing designers need to rethink their approach to size inclusivity. The average American woman is no longer a size 2, and expecting her to squeeze into unrealistic sizes is impractical and damaging. The study argues that fashion brands must redefine what they consider “regular” and “plus-size” clothing to reflect the realities of modern American women. Rather than expecting women to fit into clothes, designers should be making clothes that fit the women who are actually wearing them.

Dunn and her colleague, Deborah Christel, both faculty members at Washington State University’s Apparel Merchandising, Design, and Textiles department, emphasized the importance of updating these outdated size standards. “The average woman today shops for sizes 16 and 18,” they stated. If the fashion industry wants to stay relevant, it needs to meet women where they are – not where outdated standards say they should be. Brands that fail to evolve could find themselves left behind as consumers demand more inclusive and realistic sizing options.

As society continues to celebrate beauty in all shapes and sizes, the fashion industry must follow suit or risk becoming irrelevant. After all, the tide of change is already here – will the fashion world ride the wave or get swept away?