The beach used to be a place of high anxiety for anyone over a size 6. Honestly, for decades, the media shoved a very specific, very narrow image of "beach ready" down our throats, and it usually involved a ribcage and a flat stomach. But things are different now. You’ve probably noticed. Plus size bikini models aren't just a "diversity token" in a random catalog anymore; they are the faces of global campaigns, the owners of multi-million dollar brands, and the reason why the swimwear industry is actually making money again. It's a massive shift.
It isn't just about "body positivity" as a buzzword, either. It’s about cold, hard cash and the fact that the average American woman wears between a size 16 and 18. Brands finally realized that ignoring 60% of the population was, quite frankly, a terrible business move.
The Real Stars Redefining the Runway
When we talk about plus size bikini models, we have to talk about Ashley Graham. She's basically the blueprint. Back in 2016, she became the first "plus-size" model to grace the cover of the Sports Illustrated Swimsuit Issue. People lost their minds. Some were thrilled, others were predictably hateful, but the impact was undeniable. She proved that a woman with curves, cellulite, and a soul could sell magazines just as well as—if not better than—the traditional "heroin chic" models of the 90s.
But Ashley isn't the only one doing the heavy lifting. Have you seen Paloma Elsesser? She’s incredible. She brings this high-fashion, editorial edge to swimwear that we haven’t really seen before. Then there’s Precious Lee, who has been breaking barriers for Black plus-size women in spaces that were historically very white and very thin. These women aren't just "modeling"; they're advocates. They are pushing designers like Versace and Fendi to actually grade their patterns up to sizes that real people wear. It’s a slow process. It’s frustratingly slow, actually. But it is happening.
The Problem With "Plus Size" Labels
The term itself is kinda weird, right? In the modeling world, "plus" usually starts at a size 8 or 12. That’s wild. Most people would look at a size 12 and think "standard." Because of this, many models in the industry, like Tabria Majors, have been vocal about the "in-between" struggle. Majors famously recreated Victoria’s Secret ads to show that curvy women can pull off the same looks with just as much—if not more—vibe.
Why the Swimwear Market Had to Pivot
Money talks. For a long time, if you were a size 18 and wanted a bikini, your options were basically "black floral tent" or "skirted bottom that looks like something your grandma wore to the lake in 1954." It was insulting.
Then came the disruptors.
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Brands like Swimsuits For All and GabiFresh changed the game. Gabi Gregg (GabiFresh) is often credited with popularizing the "fatkini." She didn't just want a swimsuit that fit; she wanted a neon, high-cut, string bikini that made a statement. She wanted to be seen, not hidden. This shifted the entire psychology of plus size bikini models from "how do we camouflage this body?" to "how do we celebrate it?"
- Market Share: The global plus-size apparel market is projected to reach nearly $300 billion by 2026.
- Social Influence: TikTok and Instagram have allowed models to bypass traditional agency gatekeepers.
- Representation: Seeing a model like Tess Holliday on a magazine cover tells a whole generation of girls they don't have to wait until they're "thin" to live their lives.
The Technical Side of Plus Size Swimwear
It’s not just about making the fabric bigger. That’s a common misconception. You can’t just take a size 2 bikini, add three inches to every seam, and expect it to look good on a size 22. It doesn't work like that.
Engineering matters.
Plus size bikini models often talk about the "fit sessions" that happen behind the scenes. Good brands use power mesh lining for support. They use wider straps so the weight of the bust doesn't dig into the shoulders. They use double-stitched seams because, let’s be real, curves put more tension on fabric. When you see a model like Hunter McGrady looking flawless in a campaign, there is a massive amount of textile engineering involved in making that suit stay put while she's moving.
McGrady, by the way, has been very open about her journey. She’s often called the "curviest" model to ever appear in Sports Illustrated. She’s a size 18/20. Seeing her in a tiny bikini isn't just "brave"—a word many plus-size women actually hate, because why is it brave to just exist in a body?—it's normalizing.
The Backlash and the Reality of "Body Neutrality"
Not everything is sunshine and rainbows. There is a lot of "performative diversity" happening. You’ve probably seen it. A brand hires one plus size bikini model for a single campaign, puts her on the website, but then you go to the store and they don't actually stock anything above an XL. It’s annoying. It’s "fatfishing."
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There’s also a shift toward body neutrality.
While body positivity is about loving your body no matter what, body neutrality is about acknowledging that your body is just a vessel. You don't have to love how you look in a bikini every single day to deserve to wear one. Models like Barbie Ferreira have touched on this. The pressure to be "confident" all the time can be just as exhausting as the pressure to be thin. Sometimes you just want to go for a swim without it being a political statement.
How to Support Better Representation
If you want to see more diversity in who gets to be a plus size bikini model, you have to vote with your wallet. It’s the only thing these massive corporations actually listen to. Stop buying from brands that stop at size 12. Support the ones that go up to a 4XL and actually use diverse models in their marketing.
Look for brands like:
- Chromat: They’ve been using diverse bodies on the runway for years, and their designs are futuristic and cool.
- Alpine Butterfly Swim: They make high-end, luxury swimwear specifically for curvy bodies.
- Good American: Khloé Kardashian’s brand has been pretty consistent about showing various sizes in their "Always Fits" line.
What Most People Get Wrong
People think plus size models are "promoting obesity." This is a tired, bored argument that usually comes from people who just don't want to see fat people in public. In reality, seeing a woman of size active, swimming, and confident usually encourages others to get out and be active too. Hiding away in a basement because you're ashamed of your body is what actually leads to poor health outcomes, both mental and physical.
Also, "plus size" isn't a monolith. A size 14 looks nothing like a size 24. We need to see the full spectrum. We need to see different heights, different abilities, and different shapes. A "pear" shape and an "apple" shape need different things from a bikini.
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Practical Advice for Buying Your Next Suit
If you're looking at plus size bikini models and thinking, "I wish I could pull that off," stop. You can.
First, focus on the construction. Look for underwire if you need the lift, but don't be afraid of a triangle top if that’s your vibe. High-waisted bottoms are a classic for a reason—they offer a lot of security—but high-cut "80s style" bottoms can actually elongate your legs and look incredibly flattering on wider hips.
Second, check the return policy. Swimwear sizing is a nightmare. It’s inconsistent across every single brand. Order two sizes. Try them on in your own bathroom with your own lighting, not those horrific fluorescent lights in dressing rooms that make everyone look like a swamp creature.
Third, ignore the "rules." If someone says "plus size women shouldn't wear horizontal stripes" or "stay away from bright colors," they’re lying to you. Wear the neon pink. Wear the animal print. The world won't end, I promise.
The industry is moving forward. It’s not perfect, and we have a long way to go before a size 22 model is treated with the same prestige as a size 0, but the door is open. And once that door is open, you can't really close it again.
Moving Forward With Confidence
To really change the landscape, we need to move past the idea that plus size bikini models are a "trend." They are a reflection of reality. If you're looking to dive deeper into this world or update your own summer wardrobe, here are the steps to take:
- Audit your social media feed. Unfollow accounts that make you feel like your body is a problem to be solved. Follow models like Yumi Nu, Paloma Elsesser, and Jill Kortleve. Seeing these images daily desensitizes you to the "perfection" myth.
- Research "Technical Fit" brands. Instead of fast fashion, look for swimwear companies that employ fit models for every single size they carry. This ensures the proportions are actually correct for a larger frame.
- Demand transparency. Use your voice on platforms like X or Instagram to ask brands why their "inclusive" line only goes up to a size 18. Public pressure is why we have the options we have today.
- Practice Body Neutrality. On days when you don't feel "beautiful," remind yourself that your body is a tool that allows you to experience the ocean, the sun, and the pool. That's its primary job. Appearance is secondary.
The shift in the swimwear industry isn't just about fashion; it's a social movement. By supporting plus size bikini models and the brands that hire them, you're contributing to a world where the beach is finally for everybody. No exceptions.