By Olivia B. Waxman
October 7, 2015

Popular online retailer ModCloth has announced that it is removing the label “Plus” from its website to be more inclusive toward people of all body types.

The site now displays clothing of all sizes, from XS to 4X, in one place, with the option to filter by “Extended Sizes,” a new term for “Plus” that the store describes in a blog post as “an all-encompassing term that could, in the future, also contain XXS, petite, tall, and other various sizing extensions beyond the standard range.”

The change is the latest in the movement to incorporate women of all body types into runway shows and commercials and to encourage designers to stop using the term. Recent social media campaigns include #DropthePlus and Lane Bryant’s #PlusIsEqual, which, last month, drew a large crowd for a demonstration in Times Square during New York Fashion Week. Actress Melissa McCarthy has brought star power to the cause by launching her own successful clothing line on HSN.com for women of all sizes, while model and lingerie designer Ashley Graham has become a leading activist for “body positivity,” having posed for a SwimsuitsForAll ad in Sports Illustrated’s Swimsuit edition this year.

As ModCloth summed up its decision: “If ‘Plus’ isn’t a separate section in our shop, then why should it be a separate section on our site?”

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