Should brands face backlash for refusing plus sizes? One business owner fights back

A tiny Australian fashion start-up has sparked a national debate that goes far beyond social media outrage.

Marie Efstratiou's defence of her Chimaera brand's refusal to stock larger sizes has ignited strong reactions—and forced the fashion industry to confront uncomfortable truths about inclusivity.

While some see it as a publicity stunt, the controversy has shone a light on systemic issues in Australian fashion that are harder to ignore.

At Australian Fashion Week 2025, just one per cent of models were plus-size—a stark reminder of how far behind Australia lags compared to international shows.

London Fashion Week in February 2025 featured 26 plus-size models, while New York Fashion Week included 23, highlighting a significant gap in representation.

This underrepresentation arrives as inclusive sizing and gender-neutral fashion gain traction, driven by social media trends and growing awareness of ethical and eco-friendly fashion choices.

The Australian fashion market tells a story of missed opportunities, valued at $23.90 billion in 2024 and projected to grow to $32.12 billion by 2034.

Consumers increasingly demand personalised products that reflect their personality, style, and occasion while seeking sustainable and ethically produced apparel.

Industry observers note the irony of Efstratiou's stance, as women's wear dominates the market thanks to high expenditure, fast-evolving trends, and diverse product offerings.

Chimaera's controversy has highlighted how the conversation around inclusivity has shifted.

Fashion insiders observed that last year's Australian Fashion Week, while still lacking, had slightly better representation than 2025, with most shows including at least one plus-size model compared to only three shows this year.

Brands like Nicol & Ford are praised for diversity in race, size, and sexuality, including trans models, proving that Australian fashion can do better when it chooses to.

The contrast is stark: some brands lead with inclusion, while others resist consumer expectations and market demand.

Online shopping is reshaping Australian retail, expected to account for 46 per cent of all apparel sales by 2026, offering broader access to inclusive brands.

For shoppers over 60, this shift provides both opportunities and challenges, requiring navigation through a complex marketplace of brand values.

Australians consume an average of 27 kilograms of new clothing per year, making the country the second-largest per-capita consumer of textiles globally after the United States.

Efstratiou defended her policy on health grounds, but industry experts have criticised this logic.

A plus-size model noted, 'I feel like if you can nail that part of the supply chain, then I think it would have an effect to everything else in terms of size diversity.'

Her response to a muscular customer, 'Nah keep the bulk son you good,' revealed inconsistencies in her health-based reasoning.

Technological advances are transforming fashion, with AI recommendations, virtual try-ons, and data-driven personalisation making size inclusivity more achievable.

Brands can now better predict demand, reduce waste with made-to-order systems, and understand customer needs more deeply.

The future of fashion belongs to brands that offer representation, sustainability, and alignment with consumer values, with Indigenous designers, environmental responsibility, and tech integration leading the way.

Chimaera's backlash demonstrates that consumers will no longer accept exclusion quietly, and in a market projected to reach $28.1 billion, brands excluding entire customer groups are taking a risky business gamble.

The power to shape the fashion industry's future sits in your wardrobe choices, with every purchase acting as a vote for the kind of fashion you want to support.

If you want to see a real-life example of how fashion choices can send a powerful message, there’s a story that highlights this perfectly.

It follows a single mum using clothing to promote body positivity and challenge conventional standards.

This piece shows how individual actions can make a big impact on representation and inclusivity in everyday fashion.

Read more: Single mum shares messages of body positivity through Kmart dresses

What brands have impressed you with their inclusive approach to sizing and diverse representation?