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Plus-Size Clothes Were Once Called 'Mama Size'

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What, exactly, should fashion for sizes beyond 12 be called? The fashion industry's puzzle over the exact terms for plus-size is revealed in the The New Yorker's intriguing look at Full Figured Fashion Week and the current revolution in full-figured fashion.

At one point, sizes larger than 12 were called "mama sizes" and amazingly, that term is still used by some Chinese manufacturers. Next came "women's" sizes, then "full-figured" sizes. It's only in the past decade that "plus-size" has been used, and now "curvy" and even "fat" are gaining in popularity.

Former plus-size model and current plus-size model management exec Alexandra Boos told The New Yorker: "It's a big controversy. We haven't landed on the word that pleases everybody, and, frankly, I don't know if we ever will." As for sizes 0 - 12, those are are never called "standard" or "regular" in the plus-size industry, which instead uses the term "straight" or "missy."

According to The New Yorker, the chief strategy officer of Digital Brand Architects says that plus-size bloggers have the highest "conversion rate" of all fashion bloggers. Because blog posts can lead directly to sales, plus-size clothing execs consider blogging and "grass-roots support" to be integral to their marketing.

Garner Style's Chastity Garner told The New Yorker that her blog brings in a high five-figure income. "The crazy thing is, I think the reason I'm able to be a full-time blogger is because I'm fat," she said.
· The Plus Side [New Yorker]
· Lela Rose Is Designing a Dreamy Plus-Size Line for Lane Bryant [Racked]
· Ideeli Gets a New Name and a Plus-Size Focus [Racked]