The perception of beauty is evolving, largely influenced by social media, where women proudly celebrate their natural beauty in all shapes and sizes. A study published in the International Journal of Fashion Design, Technology, and Education highlights this shift, revealing that the average American woman now wears a size 16 to 18, compared to size 14 in previous years.

The research, which analyzed data from over 5,500 U.S. women, also found that the average waist size has grown from 34.9 inches to 37.5 inches over the past two decades. According to Susan Dunn, one of the study’s lead experts, this information can have a positive impact on women’s self-image. “Understanding what the average really looks like can help women feel more confident about themselves,” Dunn explains.

Dunn and her co-author, Deborah Christel, are urging the fashion industry to adapt to these changes. “These women aren’t going anywhere—they’re here, and they deserve to have clothing options that fit and flatter their bodies,” Dunn asserts.

The message is clear: it’s time for clothing designers to align their sizing standards with the reality of today’s women, embracing diversity and celebrating their authentic forms.