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Fashion’s struggles with size inclusivity have spanned decades. For far too long, women who didn’t fit into “standard” clothing sizes had difficulty walking into a store and leaving with something they could wear. While that problem is still very much a reality, a growing number of retailers sell plus-size clothing or have extended their size ranges to accommodate a variety of women. Now, whether you wear straight sizes, plus sizes, or need a petite fit, you can probably find at least one retailer that specializes in serving you. For women who fall into the zone colloquially known as “in-between” sizes, which range from roughly size 10 to 14, this may not be the case. These shoppers generally find themselves at the larger end of straight sizes or the smaller end of plus. More often than not, they get short shrift from straight-size retailers (which usually cater to sizes 00 to 12), but they may be too small to wear the offerings available from plus retailers (which generally offer sizes 14 to 32). If you want to know what it’s like to shop as an “in-betweener,” look no further than Huffington Post’s 2013 investigation into Lululemon. The website found that at a Philadelphia outpost of the athleisure company, size 10 and 12 clothes were rarely restocked and were moved to a separate area of the store, “clumped and unfolded under a table.” Ava James is a retailer that caters to women sizes 8-18. Ava James And the issue goes far beyond Lululemon. In her 2016 piece “Why Is Inclusive Sizing So Hard?” Britt Aboutaleb, then editor of Racked, recalled having to beg for size 8 and 10 clothes in New York’s indie boutiques. She said sales associates would often reassure her, “We have bigger sizes in back!” The fact that in-betweeners are not the preferred demographic of straight-size retailers means shopping still poses challenges for these customers. One new brand, Ava James, launched last year specifically to meet the needs of women sizes 8 to 18, a range that includes the oft-overlooked cusp sizes. And body positivity influencers like Renee Cafaro, the US editor of Slink magazine,
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