Loft Finally Launches A Collection That Includes All Of Us

Their new line has all the bold and vibrant prints your heart desires — in sizes to accommodate women of all sizes

Loft, the sister brand of Ann Taylor, is known for it’s casual styles at prices that won’t break the bank. Recently the brand launched its first ever line of plus-size clothing so even more women can shop there.

The collection will offer tops, pants, dresses, and more in tons of bold patterns and colors in sizes 16 to 26. And with prices anywhere from $20 to $110, you can score a few of their fun pieces for your spring wardrobe.

Their first-ever curvy clothing line has no time for the tired”plus-size women wear black” nonsense other retailers have offered up in the past. Instead it concentrates on showcasing bold prints, color, and tons of options for all sizes.

“Our mission is to provide women with great fashion to live confidently,” said Gary Muto, president and CEO of Loft’s parent company Ascena brands. “Adding Plus to our overall offering is a natural evolution for Loft.”

The 75-piece collection is a huge step for Loft – but they aren’t the first to capitalize on the infuriating lack of options for women above a size 16. Target debuted A New Day, a clothing line made for sizes XS to 4X, and White House Black Market also recently launched a line of plus-size offerings.

And it’s about time. According to a study posted in the International Journal of Fashion Design, Technology and Education, the average size of an American woman is 16. Based on their findings, they recommended “that updating Misses and Plus-size clothing standards should be a major priority.”

“We hope that this information can get out and be used by industry and consumers alike. Just knowing where the average is can help a lot of women with their self image,” Susan Dunn, one of the study’s experts told TODAY. “And we hope that the apparel industry can see the numbers and know that these women aren’t going away, they aren’t going to disappear, and they deserve to have clothing.”

What’s great about Loft’s line is the sheer number of options available for women to choose from. There are flowy blouses, gorgeously cut dresses, jeans, jackets, and a whole lot of work options.

Women of all sizes want to feel beautiful, stylish, and comfortable as we go about our day. It’s nice to see major retailers are looking past some “ideal” body type and only offering clothing that looks good on a size 4 model in a magazine. That’s not reality.

It’s about time designers caught on.