Universal Standard Launches New Clothing Line That Will Carry Sizes 00-40

by Thea Glassman
Image via Instagram/Universal Standard

The plus-size retailer Universal Standard just majorly expanded its size offerings

Today in wonderful news, the plus-size retailer Universal Standard has released a new collection called Foundation, which offers sizes 00-40. It’s a whole bunch of super soft, layering clothes, and the campaign is completely inspiring. Other clothing brands take note: this is how you do it.

The collection will be released on October 18th and features seven pieces of comfy basics, which can be bought as a set or individually. Polina Veksler, the co-founder and CEO of Universal Standard, tells Buzzfeed that she wanted to create incredibly inclusive clothes that represent all women and sent a powerful message to other retailers.

“We’re aiming to show all of us, as we are,” she says. “Through the campaign and the collection, we are showing the industry what fashion really looks like and we hope others will follow this example.”

The campaign features activist and plus-sized model La’Shaunae Steward, who is taking to Instagram to share how proud she was of the shoot. The model explains that she’s always been strategic about the pictures she posted to Instagram, only choosing angles that she thought were the most “appealing.” This time was different.

“This angle shows everything I fought being insecure about and shows every part of me that people told me would have to be smaller in order to be accepted,” Steward wrote. “This is also the most powerful photo I have ever seen of myself and I couldn’t be more proud.”

Yes, yes, YES.

A few other important notes? The clothing collection looks ridiculously soft, practical, and cute. And the campaign features such an incredibly diverse group of women. So many wins.

The comment section was serving a whole lot of this:

Image via Instagram

The people behind Universal Standard are hoping to break down size divisions in stores and make shopping a more universal experience.

“We’re erasing arbitrary lines of the past in favor of a future in which women, regardless of size, can shop from the same rack,” Alexandra Waldman, Co-Founder and CCO, told Buzzfeed. “We founded Universal Standard with the singular goal of leveling the playing field and allowing all women to have equal access to style, quality, and fit.”