H&M collaborated with Tess Holliday, a prominent plus-size model, to guide its approach to diversity and inclusion in sizing. This partnership helped expand the brand’s size options across both its stores and online shop, with 2XL now available in both men’s and women’s departments and the online range extending to 4XL for women and 3XL for men.
Holliday began working with the company in 2021, a full six years after she was first invited to participate in a 2015 advertising campaign but faced challenges finding a suitable fit. She has since described the journey as a personal transformation, noting that the initial meeting carried uncertainty about what to expect but a strong determination not to let other shoppers experience the same sizing hurdle she faced. She added that realizing the dream of collaborating with H&M and advising on size felt meaningful beyond her own experience.
In describing the collaboration, Holliday emphasized that many brands overlook body diversity when designing products, particularly for larger frames. She urged brands to involve buyers who understand the needs of bigger customers and to use flexible materials and cuts that support a wider range of body shapes. The aim is to create garments that drape well and move with the wearer, rather than forcing a one-size-fits-all approach that often excludes real customers.
The initiative aligns with a broader industry shift toward inclusive fashion, where brands are increasingly listening to the voices of diverse shoppers and adjusting product development accordingly. The conversation around fit has evolved from a marketing slogan to a practical, everyday consideration that affects how people shop and feel in their clothes.
Recent industry moments have spotlighted inclusive design, including notable fashion moments where plus-size models have appeared in high-profile runway events wearing wedding attire, underscoring that style and ceremony can be accessible to a wider audience. These milestones reflect a growing expectation that fashion brands should normalize and celebrate size diversity in all their offerings. [Citation: industry coverage of inclusive fashion trends]