In recent years, Hollister has made significant strides in becoming a more inclusive brand, breaking away from its early 2000s marketing tactic that focused solely on skinny models. The brand’s decision to expand its offerings to include larger cup sizes is a welcome change that has resonated with a wider range of customers.
Launched in 2008 Gilly Hicks is a sub-brand of Abercrombie focused on intimates and lounge apparel.
The Importance of Inclusivity
Inclusivity in the fashion industry is crucial, as it allows individuals of all shapes and sizes to feel represented. For far too long, the industry has perpetuated an unrealistic and narrow beauty standard, leaving many feeling excluded. With the average cup size in the U.S. estimated to be a 34DD, Hollister’s decision to embrace a more diverse range of body types is a step in the right direction.
Expanding the Size Range
Gilly Hicks carries bra sizes up to a 36DD. With this expansion, Gilly Hicks now offers a “curvy” size option for its bra tops, corsets, and sports bra styles. Their site clarifies that “curvy is specifically designed for fuller busts with smaller bands.” This move provides customers with curvier figures a larger cup size in the standardized XXS-XXL size range. The curvy option extends the cup size to fit D-F cups. No more needing to size up in tops for them to fit in the bust. This sizing system insures customers get the best fit.
Through this expansion, Gilly Hicks is not only providing options for women with curvier figures but also promoting body positivity and expanding their market to reach a wider range of customers.