Looking back through the Wannabe Princess archives is like opening a time capsule of a revolution. In 2011, the conversation around plus-size bodies was loud, reactionary, and often defensive. We weren’t just “shopping”—we were activists. Every denim dress, every viral print, and every award ceremony was a statement.
Read more: The Evolution of Plus-Size Fashion (2011–2026): A 15-Year RetrospectiveAs I reflect on my journey from a “Savvy Plus Size Shopper” in 2013 to a veteran of the industry in 2026, it’s clear that while the clothes have changed, the heart of the message remains: we deserve to be seen.
Quick Look: The Evolution of Plus-Size Fashion
If you only have a minute, here is how the plus-size industry transformed from a niche community into a global fashion powerhouse:
- 2011–2014 (The Inclusion Fight): Brands like ASOS Curve and Lovedrobe proved that plus-size women wanted trends, not just “cover-ups.” We fought against “flattering” rules and reclaimed the Bodycon dress.
- 2015–2017 (The Industry Boom): The era of the British Plus Size Awards and Scarlett & Jo. Fashion became a red-carpet event, and community-led brands like Topsy Curvy redefined what “fit” really meant.
- 2018–2022 (Global Accessibility): The shift to massive e-commerce. Simply Be and Yours Clothing dominated the UK high street, while SHEIN Curve made fast-fashion trends accessible to everyone at a lightning-fast pace.
- 2026 (The Empowerment Era): We have moved from seeking “permission” to wear clothes to demanding Dopamine Dressing—fashion that sparks joy, regardless of the size on the label.
2011–2014: The Era of “Savvy” Survival & Breaking Rules
In the early days, finding trend-led fashion above a size 18 was a literal treasure hunt. We had to be “Savvy Shoppers,” scouring the corners of the internet for brands that didn’t just offer “mumsy” tunics.
This was the era of the ASOS Curve Milestone. I remember the breakthrough moment of finding a denim dress that actually fitted—it wasn’t just a shapeless sack; it was cool-girl fashion. At the same time, brands like Lovedrobe were perfecting the art of the silhouette, proving that denim could have stretch and style without sacrificing the “premium” feel we had been denied for so long.
It was also a time of “Fashion Rebellion.” We ignored the critics who said “Fat Girls in Bodycon” was a mistake. We wore the fitted dresses, we wore the “Banana” prints, and we challenged the “Real Women Have Curves” narrative by proving that every woman is real, regardless of her shape.
2015 – The Year of Activism (#WeAreTheThey)
While brands were starting to listen, the mainstream media was still behind. In 2015, I launched the #WeAreTheThey campaign in response to comments made by TV presenter Jamelia on Loose Women, where she suggested that plus-size women should be made to feel “uncomfortable” while clothes shopping to encourage weight loss.
“Surely you have to agree that fat people are just that—people.”
- The Campaign: I wrote “Dear Jamelia,” an open letter explaining that shaming women doesn’t make them thin—it just makes them unhappy. The hashtag #WeAreTheThey trended on Twitter as thousands of women shared their stories of being treated as “other” by society.
- The Impact: This campaign proved that the plus-size community wasn’t just a “market”—we were a sisterhood with a voice. It highlighted the hypocrisy of celebrities supporting self-esteem campaigns while simultaneously calling for the shaming of fat bodies.
- 2026 Reflection: This was a defining moment for Wannabe Princess. It moved the conversation from “What should I wear?” to “Why should I be shamed for existing?” It remains one of the proudest moments of my career.
2015–2017: The Industry Takes the Red Carpet
By the mid-2010s, we weren’t just bloggers; we were a movement. This was the “Golden Age” of community recognition.
- The Awards Era: Attending the British Plus Size Awards and the “I Am Me” Awards with Topsy Curvy was a turning point. We weren’t just a niche online; we were a red-carpet-worthy industry.
- The High Street Powerhouses: This was when Simply Be stepped up their game with “True Icons” campaigns, proving they could do high-fashion editorials as well as any straight-size brand. Meanwhile, Yours Clothing became the reliable backbone of the UK high street, offering accessible, trend-led pieces that actually reached our local town centers.
- The Glamour Shift: Brands like Scarlett & Jo and Carolina Dress Room (with their famous “Lucky Dip” dresses) gave us permission to be vibrant, expensive-looking, and structural all year round.
2018–2022: The Rise of the Cosmic Girl & Global E-commerce
As we moved into the late 2010s, the “look” changed. We wanted more than just “flattering” florals; we wanted edge, glitter, and cosmic vibes.
- ASOS Curve “Cosmic Girl”: I remember reviewing the “Cosmic” star-print dresses—it was a departure from the “safe” plus-size aesthetic. We were dressing for the party, the festival, and the “Nice” Christmas events with Very.
- The SHEIN Curve Explosion: Then came the shift to global e-commerce. SHEIN Curve changed the price point of plus-size fashion forever. While it raised conversations about sustainability, it provided jumper dresses and trendy basics at a speed we had never seen before. It made “staying on trend” affordable for a much wider audience.
The 2026 Perspective: What Have We Learned?
The journey from ASOS denim in 2013 to SHEIN hauls in 2022 wasn’t just about clothes; it was about reclaiming the narrative. The Shift: We’ve moved away from binary labels. We no longer dress to “hide” or “flatter” (code for looking thin). In 2026, we dress for Dopamine. We’ve moved from seeking permission to taking up space. The brands that survived—like Yours Clothing and Simply Be—are the ones that realised we don’t want “special” clothes; we just want the clothes.
FAQ: The Evolution of Plus-Size Style
Is “Savvy Shopping” still necessary in 2026?
While options are more plentiful, being a “savvy” shopper now means looking for quality, sustainable fabrics, and brands like Yours Clothing that offer consistent fit across their range.
How did ASOS Curve change the industry?
They were the first to treat plus-size fashion as “Fashion” first and “Plus” second. Their “Cosmic” and denim collections proved there was a massive market for trend-led pieces.
What was the #WeAreTheThey campaign?
Launched by Wannabe Princess in 2015, #WeAreTheThey was a viral social media campaign that challenged the idea that plus-size people should be shamed in public spaces. It trended nationally and became a key moment in UK body-positive activism.
