Pratt’s crisp shirtdress represents her version of a holy grail item, the sort of look she’d been searching for for years. “It was something I’d had in mind from the get-go,” she says. "I wanted something that wasn’t over-embellished with weird details and was long enough. Every shirtdress that I came across didn’t go big enough, and they were also so short because I’m a tall person.” The fact that finding a seemingly basic silhouette could be so problematic underscores just how badly the plus-size market has been in need of innovation. “The weird thing is that once you move into size 14 the quality decreases, the fabrics are worse,” says Pratt. “Instead of getting the things you need, you wind up with a bunch of stuff you’ll be sick of in six months.”

Photo: Courtesy of Universal Standard

The glut of cheaply made, poorly constructed plus-size clothes in existence was something the designers hoped to counteract. “That’s always somehow been missing, the cool for curves,” says Alexandra Waldman, the brand’s creative director and cofounder. “It’s a misconception, the idea that this woman doesn’t want luxury and that she doesn’t want basics.” Filling the void with a series of covetable items offers a start, but the real challenge lie in making a broader range of sizes the default. “I think the time is coming when buying a great piece for yourself is not going to be a political act,” says Waldman. “Where you can just get something that fits you without having to wave a flag or defend yourself.”

According to Huffine, Syme, and Pratt, there’s plenty more that the fashion industry can do change the conversation. “Up until now we’ve all felt limited by the options that fashion has presented us with, but every day we get more and more inclusive,” says Pratt, who cites size diversity on the runway and in campaigns as an important factor. “I just came from a Fashion Week casting, and as a size 10 or 12, that is a new and exciting thing. The more we encourage designers to embrace that aspect, the better things will get.”

On Instagram, the campaign has already garnered thousands of likes. For Huffine, who says she’s practically been living in her signature open-shoulder T-shirt, it’s all a testament to fashion’s continued spirit of change. “We’re getting to a point where you can’t afford not to be inclusive—women aren’t going to stand for it,” she says. “Everyone is going to need to make the change that has been on the horizon—if you’re going to do something for women, it needs to be for all of them.”