'Accepting their curves': More Malaysian fashion brands cater to plus-size women

When it comes to clothes, there are a lot more options for plus sizes out there than there were 10 years ago. Photo: Instagram/Mis Claire

For the longest time, shopping for curvy and plus-sized women in Malaysia was a major feat – not only was it difficult to find clothing that fit right, it was almost impossible to source for attire that was also trendy.

In the days before online shopping, apparel for larger sizes was extremely hard to come by, and many would resort to buying clothing when travelling abroad or settling for men’s pieces.

Thankfully, the local fashion scene has evolved over the years to include a larger range of sizes in their collections.

Market researcher Future Market Insights notes that in 2023, the plus size clothing market is valued at US$288bil (RM1.3 trillion), driven by increasing body positivity movements that promote acceptance of diverse body types, which drive demand for inclusive fashion.

There has also been a shift in consumer preferences – today’s consumers prioritise comfort and fit, leading to greater demand for plus size clothing.

According to the same report, demand has also been driven by the rise in popularity of body-positive influencers and celebrities.

Celebrities like model Ashley Graham have paved the way for body positivity movements, and closer to home, personalities like singer-songwriter and model Amanda Imani are proving that women who wear plus sizes can also be stylish.

Celebrities like model Graham have paved the way for body positivity movements. Photo: Instagram/Ashley Graham

With greater accessibility to trendy clothing thanks to an increase in the number of plus-size specific brands and brands that include a larger range of sizes, today, Malaysian women have more options than ever.

Read more: Including everyone: Swimwear is being reinvented to flatter all body types

On the right track

Brands offering business casual and office wear which include jackets, blazers, chic skirts and smart suits have increased in number, as have those which design casual dresses, tops, skirts and innerwear.

Pioneering homegrown plus size fashion brand Ms Read has been around since 1997, back in a time when anyone bigger than a UK10 (medium-sized) had a hard time finding anything to wear off the rack.

“Back in 1997, nobody wanted to talk about plus size and that’s where Helen Read (the brand’s founder) saw a gap in the market,” says the brand’s chief executive director Kristy Yong.

“Because a lot of women were having to shop in the men’s section to buy huge T-shirts.”

The fashion industry in Malaysia has come a long way, according to Yong.

“We still have a long way to go but I think the mindset has definitely shifted, I see women loving themselves more and accepting their curves, says Yong.

“And in terms of the designs and the collections, we’ve gone from very blockish looks to very tailored silhouettes. At the start it was really about having clothing, and now we are able to introduce trendy items,” says Yong.

Lilit, a brand that caters to sizes XXS to 5XL, is also constantly evolving to meet the market’s demands.

“Generally I feel that Malaysia is on the right track, we invest a lot of time in R&D, to cater to the larger sizes while also catering to the regular sizes to find that perfect cut that everyone can wear,” says brand manager Amee Halim.

“We are constantly refining the sizing, the cut, just to make sure that anyone can wear our designs,” she adds.

Function over form

Whether it’s an extension from lockdown fashion such as loungewear or a general shift towards comfort, there’s no denying that consumers are increasingly prioritising the wearability factor.

Amee has observed that shoppers love functional pieces which can be mixed and matched with a variety of other pieces.

Plus size brands have included more casual styles for day-to-day dressing. Photo: Instagram/Curvery

“We have a lot of basic pieces and in basic colours – you can dress them up or dress them down, or wear them as they are. We always have tops that are complemented with a matching skirt but it doesn’t have to be bought as a set so you have the option to only buy the top or just buy the skirt depending on what your personal style is,” says Amee.

Co-ords, or matching sets, are a big trend right now, she says, as this style reduces the effort required to pick out one’s outfit.

“Matching sets take the work out of pairing tops and bottoms, these days people are so busy and the convenience of co-ords take some of the stress out of dressing up,” she adds.

Apart from matching sets, which Yong also notes have been doing well in sales, jackets too are a popular staple.

“We’ve got the bomber jackets in store, a style which gets repeated in different fabrics to tailor to the season,” says Yong.

Read more: Slim pickings? Less than 1% of looks at the recent fashion weeks were plus-size

The path ahead

While inclusive homegrown fashion has come a long way in the past two decades, there are still gaps in the market that brands are trying to fill.

As a modest wear brand, Amee notes that they ensure that every design covers all the right places, fabrics are not opaque, sizes are inclusive and every piece is comfortable.

“However, there are still not enough options out there for larger sizes in occasion wear such as weddings and active wear,” she says.

Clothing in stretchy material is also an area that is in demand, says Yong.

“Ultra stretch pants in various lengths are also a customer favourite as they are ultra cool and comfortable,” she says, adding that customers wear the brand’s stretchy pants for years, some coming in after six years to buy new styles.

With more brands catering to diverse body types, the hope is that the industry will bridge the gap in styles where it is needed, to ensure that everyone regardless of their shape and size has the freedom of expressing themselves through fashion.