Social media is reshaping beauty standards, allowing women to showcase their natural beauty. No longer dependent on advertisers, women are celebrated in all shapes and sizes through social media posts with thousands of likes.

A study in the International Journal of Fashion Design, Technology, and Education shows the average American woman is now a size 16-18, a shift from size 14. The study, which analyzed over 5,500 women, found the average waist size increased from 34.9 inches to 37.5 inches over the past two decades. Susan Dunn, a lead expert, stated, “Just knowing where the average is can help a lot of women with their self-image.”

Dunn emphasized, “We hope the apparel industry can see the numbers and know that these women aren’t going away.” The study urges designers to update their sizing standards, reflecting the average woman’s measurements. Clothing should fit well in both style and size, moving beyond the outdated standards that favor extremely thin models.

Dunn and her co-author, Deborah Christel, from Washington State University, highlighted the necessity for the fashion industry to adapt. They concluded that failing to design for the average woman will leave brands behind as societal views on beauty continue to evolve.