A powerful shift is reshaping how beauty is defined—not just in the U.S., but around the globe. Fueled by the rise of social media, women everywhere are proudly embracing their natural beauty in all its forms, breaking free from outdated norms and celebrating diversity in size, shape, and style.

This transformation is backed by data. A groundbreaking study published in the International Journal of Fashion Design, Technology, and Education reveals that the average American woman no longer wears a size 14—instead, she now typically wears a size 16 or 18.

The study analyzed data from more than 5,500 American women, finding that the average waist size has increased from 34.9 inches to 37.5 inches over the last two decades. Lead researcher Susan Dunn emphasizes the deeper impact of these numbers, noting, “Understanding the true average can be empowering—it can help women see themselves more clearly and feel more confident in their own skin.”

Co-authors Dunn and Deborah Christel are calling on the fashion industry to catch up with reality. “These women are here to stay,” says Dunn. “And they deserve clothes that fit—not clothes that force them to fit in.”

The message couldn’t be more urgent: to authentically reflect the modern American woman, fashion brands must rethink their sizing standards and design for the bodies that wear them—not the ones they imagine.