11 Body Positive Clothing Brands That Love You And Your Curves — Just The Way You Are

Want the perfect body? You already have it.

As the prophet Justin Bieber sings, "If you like the way you look that much, then you should go and love yourself." 

These 11 body positive brands couldn't agree more (though their reasons differ from those of a love-scorned pop star). By promoting healthy body image and female empowerment, these clothing companies encourage real, natural, beautiful women to love every inch of themselves. 


1. Aerie

Aerie, American Eagle's sister store, is perhaps the largest clothing retailer making huge strides for body positivity. In 2014, they stopped airbrushing and retouching their models as part of its #AerieReal spring ad campaign. 

Because Aerie appeals mainly to high school and college-aged women, their commitment to showing role models of all shapes and sizes provides important examples to young girls still developing their bodies and identities. 

2. Rebdolls

Providing "unapologetic fashion to women sizes 0 to 28," Rebdolls is an online fashion retailer shaking up the industry with its "girls kick ass" mentality. 

In May 2015, Rebdolls adopted its #SEXYFORALL slogan to increase size diversity awareness in fashion. With their plunging necklines, sassy crop tops, and tight pants that flatter any and every figure, sexy it most certainly is. 

3. Modcloth

Voluptuous meets vintage at this online retailer that's known for its love of all body types from XS-4X. Modcloth even upped its body positive game in 2014 as the first fashion company to sign the Heroes Pledge for Advertisers

This petition asked advertisers to "do [their] best not to change the shape, size, proportion, color and/or remove/enhance the physical features" of their models in Photoshop, or to label those pictures if they do. According to Modcloth's CMO Nancy Ramamurthi, "We don't have professional models on our site ... We've never been a company that has misrepresented or altered the photos of our models." 

4. Bluestockings Boutique

Queer-identified Jeanna Kadlec founded Bluestockings Boutique with the mission "to empower people who have been marginalized by the mainstream lingerie industry and to offer them an experience that reflects their identities, their bodies, and their values." 

The company is dedicated to bringing its customers #underthingsforeveryone, which means a wider range of sizes (XS-4X) and styles (including binders and packing briefs) from brands and designers who value sustainability.

5. Lululemon

Despite past controversy about comments from former CEO Chip Wilson (who resigned in February 2015), Lululemon isn't just for skinny girls who do yoga, but their clothes are actually for strong women who kick butt. Dedicated to helping "people to live longer, healthier, fun lives," Lululemon's aren't just about how you look and feel in them, but what you can accomplish in them. 

The best thing you can do for your body is take care of it, which can mean anything from running to dancing to, yes, yoga. Nothing looks more beautiful than strength — and that comes in any size.

6. SmartGlamour

This NYC-based boutique handmakes every piece "with love" for "women of all shapes, sizes, ages, and heights" from XXS- 6X and beyond. 

Because each product is made to order, SmartGlamour can customize and tailor your order to ensure it fits your body perfectly. For an added fee, customers can even send their measurements to SmartGlamour and have a garment completely custom-made. 

7. Dear Kate

Dear Kate may be best known for responding to Victoria's Secret infamous "perfect body" ad with a counter ad proving the perfect body is every body, but this brand's been revolutionizing women's lives one pair of undies at a time since 2012. 

After realizing most lingerie cannot keep up with the modern, active, multi-tasking woman, founder Julie Sygiel developed the patent-pending Underlux fabric. She wanted to "give women the confidence to do anything by equipping them with apparel that's up for the challenge," and she's succeeded! Each pair is wicking, stain releasing, leak-resistant — not to mention cute and comfortable. 

8. Chubby Cartwheels

This one-woman powerhouse of body positivity creates customizable clothing that's sure to hug a woman's curves in all the right places. 

Chubby Cartwheels' founder, Shawna Farmer, encourages her customers to take advantage of her free custom sizing and also offers custom fabric orders for an additional $15. From velvet crop tops to lace bodysuits, Farmer puts the "plush" in plus size fashion. 

9. Society+

This woman-owned startup launched in May 2015 with a dedication "to body and color diversity as well as a genuine passion to empower women and create a community." Perhaps the most body positive thing about Society+ is its work with actual bodies — fashion bloggers and their readers —  to decide what kind of styles they want to wear. 

The brand's currently working on adding "originally-sourced custom designs" from sizes 14 to 32 and aim to provide "an entire store in the full size range" (12-36) in the near future. 

10. Thinx

These body positive and female empowerment undies are replacing periods with exclamation marks everywhere! When a woman buys a pair of Thinx, she's not just asserting power over her period, but also helping girls stay in school and providing jobs for women. 

Thinx sends funds from every pair to its partner organization AFRIpads, which trains women to sew and sell washable, reusable cloth pads that girls can buy for an affordable price, keeping them in school every day of the month.

11. & Other Stories

This H&M brand is turning traditional women's fashion on its head by offering "a wide range of shoes, bags, accessories, beauty and ready-to-wear," which gives their customers more freedom to create their personal style or "story." 

& Other Stories encourages women to buy clothing that reflects their personality, whether that means "masculine tailoring" or "feminine chic." They believe a person's inside should inform their outside, rather than their size. 

Besides empowering their customers' self expression, H&M is working hard to better working conditions and become more sustainable than they have been in the past by finding "the most energy efficient and sustainable" programs such as in-store recycling. 

Cover image via & Other Stories and Aerie


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