You’ve seen them on billboards, in magazines, walking runways in New York and Milan-women with curves, full hips, soft bellies, and powerful presence. No longer hidden in the margins, curvy models are reshaping what beauty looks like in 2025. And it’s not just a trend. It’s a movement that’s been decades in the making.
What Exactly Is a Curvy Model?
A curvy model isn’t just someone who’s ‘bigger’ than a sample size. She’s a woman with a body type that falls between size 12 and 22 in the U.S., often with a waist-to-hip ratio that emphasizes natural curves. These models aren’t airbrushed into invisibility anymore. They’re front and center-wearing high-end lingerie for Savage X Fenty, strutting in Tommy Hilfiger’s runway shows, or starring in campaigns for Target and Aerie.
Back in the 2000s, curvy models were rare. Brands would hire them for ‘special editions’ or ‘plus-size lines’-as if their bodies were a niche, not a norm. Today? That’s changing. Major fashion houses now design collections specifically for curvy bodies, and the models who wear them aren’t just tokens-they’re influencers, entrepreneurs, and role models.
Why This Matters: Beauty Is Not One Size
Think about the last time you saw a woman who looked like you in a fashion ad. For most people, that moment was rare-maybe never happened. That’s why curvy models matter. They don’t just sell clothes. They sell the idea that your body is valid, no matter its shape.
A 2023 study by the Body Positive Alliance found that 78% of women who regularly saw curvy models in advertising reported higher self-esteem. Not because they wanted to look like them-but because they realized they didn’t have to change to belong.
When a 16-year-old girl sees Ashley Graham on a billboard wearing a bikini, she doesn’t think, ‘I wish I looked like that.’ She thinks, ‘I could look like that, too.’ That’s power.
The Rise of Curvy Models: A Timeline
This wasn’t an overnight shift. It was built by women who refused to stay silent.
- 2007: Ashley Graham became the first plus-size model to appear on the cover of Seventeen magazine.
- 2016: Aerie launched its #AerieREAL campaign-no retouching, no filters. Sales jumped 12% in six months.
- 2019: Rihanna’s Savage X Fenty show featured models of all sizes, races, and abilities. It went viral. No one blinked.
- 2022: Victoria’s Secret retired its ‘Angels’ branding and launched a new line with curvy models as leads.
- 2025: Over 40% of new fashion campaigns in the U.S. and Europe now include curvy models. In Australia, that number is 52%.
These aren’t just marketing wins. They’re cultural turning points.
Where You’ll See Curvy Models Today
Curvy models aren’t confined to ‘plus-size’ sections anymore. They’re everywhere:
- Runways: New York Fashion Week now has dedicated plus-size shows. Designers like Christian Siriano and Chromat have built entire collections around curvy silhouettes.
- High Street Brands: H&M, Zara, Uniqlo, and ASOS all feature curvy models in their main campaigns-not just their ‘curvy’ lines.
- Beauty Brands: Fenty Beauty, Rare Beauty, and Maybelline use curvy models to showcase foundation shades, lipsticks, and skincare products.
- Advertising: From insurance ads to car commercials, curvy women are now shown living full, active, joyful lives.
In Sydney, you’ll spot them on buses in Darling Harbour, on billboards in Bondi, and in magazine racks at newsagents. They’re not exceptions. They’re the new normal.
Who Are the Leading Curvy Models Today?
These aren’t just faces-they’re voices.
- Ashley Graham: The trailblazer. Now a producer, author, and entrepreneur. She launched her own shapewear line and speaks at the UN about body diversity.
- Robyn Lawley: Australian-born, she’s walked for Chanel and appeared in Vogue Australia. She’s also a yoga instructor and mental health advocate.
- Paloma Elsesser: Known for her bold, unapologetic presence. She’s modeled for Gucci, Nike, and Nike’s Air Jordan line.
- Lizzo: Singer, rapper, and model. She doesn’t just wear clothes-she redefines them. Her performances are celebrations of body joy.
- Iskra Lawrence: Former Victoria’s Secret model turned activist. She founded the #ThisIsMe campaign to fight digital retouching.
Each of them didn’t wait for permission. They created space.
How the Industry Is Changing Behind the Scenes
It’s not just about who’s on the cover. It’s about who’s in the room.
Designers are hiring fit models who actually wear sizes 14-22. Pattern makers are adjusting darts, seams, and proportions so clothes fit real bodies-not just stick-thin ones. Stylists are learning how to dress curves with confidence, not concealment.
Even casting directors are changing. Agencies like Wilhelmina and IMG now have dedicated curvy divisions. In 2024, the Model Alliance reported a 68% increase in bookings for curvy models compared to 2020.
And it’s not just fashion. Tech companies are updating their virtual fitting tools to include curvy body types. Amazon’s virtual try-on now supports 12 different body shapes. That’s progress.
What to Expect If You’re Considering Modeling
If you’re curvy and thinking about stepping in front of a camera, here’s what you need to know:
- Size ranges: Curvy models typically wear sizes 12-22 (U.S.), but some agencies accept up to size 24.
- Height: No longer required to be 5’9”. Many curvy models are 5’5” to 5’10”.
- Portfolio: Start with natural, well-lit photos. No heavy filters. Show your personality.
- Agencies: Look for agencies that specialize in diversity. In Australia, try Model Management Australia or Curvy Models Sydney.
- Red flags: If an agency asks for upfront payment, walk away. Legit agencies get paid when you do.
And remember-you don’t need to be ‘perfect.’ You just need to be you.
Curvy Models vs. Traditional Models: A Real Comparison
| Feature | Curvy Models | Traditional Models |
|---|---|---|
| Typical Size Range | 12-22 (U.S.) | 0-8 (U.S.) |
| Height Requirement | 5’5”-5’10” | 5’8”-6’0” |
| Brand Demand | Rising fast-70% of major brands now include them | Declining-only 28% of campaigns use them |
| Media Representation | 42% of fashion ads in 2025 | 18% of fashion ads in 2025 |
| Public Perception | Seen as authentic, relatable, empowering | Seen as outdated, unattainable |
The shift is clear. Consumers are voting with their wallets-and they’re choosing real.
Frequently Asked Questions
Are curvy models only for plus-size clothing?
No. Curvy models now wear everything-from luxury lingerie to high-fashion couture. Brands like Gucci, Zara, and Nike use them to show how their clothes look on real bodies, not just sample sizes. The goal isn’t to sell ‘plus-size’ lines anymore-it’s to sell clothes that fit everyone.
Do curvy models earn less than traditional models?
Historically, yes. But that gap is closing fast. Top curvy models like Ashley Graham and Paloma Elsesser now earn the same as top straight-size models. In fact, some campaigns specifically pay more for curvy models because they drive higher engagement. In 2024, Instagram posts featuring curvy models had 34% more comments than those with traditional models.
Is the curvy model movement just a trend?
No. This isn’t a trend-it’s a correction. For decades, fashion ignored 67% of women in the U.S. and 62% in Australia. That’s not a niche. That’s a market. Brands are finally catching up because customers demanded it. And once a market shifts, it doesn’t go back.
How can I support the curvy model movement?
Buy from brands that feature diverse models. Follow curvy models on social media. Call out brands that still use only thin models. Share campaigns that make you feel seen. Your attention is power.
Are there curvy male models too?
Yes. While the movement started with women, male curvy models are gaining ground. Brands like Tommy Hilfiger and H&M now feature men with broader builds in their campaigns. It’s still early, but the demand is growing.
What’s Next?
The next chapter isn’t just about more curvy models. It’s about more real models-of all shapes, sizes, ages, abilities, and backgrounds. The fashion industry is finally learning that beauty doesn’t come in one size. It comes in a thousand variations.
If you’ve ever felt invisible in a world that only shows one kind of body, know this: you’re not alone. And you’re not an exception. You’re part of the new standard.
Curvy models didn’t break the mold. They showed us there never should have been one to begin with.
