In an industry often criticized for its lack of diversity and representation, Universal Standard has emerged as a trailblazer, challenging conventional beauty standards and redefining the fashion landscape. With a mission to provide stylish clothing for women of all shapes and sizes, Universal Standard has become a beacon of inclusivity, empowering women to embrace their bodies and feel confident in their own skin. This article explores the journey and impact of Universal Standard, delving into their unique approach to fashion and the positive changes they have brought to the industry.

  1. The Birth of Universal Standard:

Universal Standard was founded in 2015 by Polina Veksler and Alexandra Waldman, two friends who shared a vision of creating a fashion brand that catered to women of all sizes. Frustrated with the limited options available in the market, they set out to redefine the industry norms and revolutionize the concept of “standard” sizing. The brand’s core principle was simple yet groundbreaking: every woman, regardless of her size, should have access to fashionable and well-fitting clothing.

  1. Inclusive Sizing and Fit Liberty®:

One of the key factors that set Universal Standard apart from traditional fashion brands is their commitment to inclusive sizing. Instead of offering limited size ranges, Universal Standard introduced a size-inclusive range that spans from 00 to 40, accommodating a broad spectrum of body shapes and sizes. This approach ensures that every woman can find garments that fit her perfectly, promoting body positivity and eliminating the frustration of limited options.

To further enhance the shopping experience, Universal Standard introduced Fit Liberty®. This innovative program allows customers to exchange their clothing for a different size within a year of purchase, free of charge. This groundbreaking initiative recognizes that our bodies can change over time, and clothing should be adaptable to accommodate these fluctuations.

  1. The Universal Fit Liberty® Approach:

Universal Standard’s Fit Liberty® approach is a game-changer in the fashion industry. By removing the stigma associated with size changes, they encourage women to embrace their bodies at any stage, supporting body positivity and self-acceptance. This unique program not only reduces waste and promotes sustainable consumption but also fosters a positive relationship between women and their wardrobes, ensuring that clothing remains a source of joy rather than frustration.

  1. Designing for All:

Universal Standard’s commitment to inclusivity extends beyond sizing. Their designs are carefully crafted to flatter a diverse range of body shapes, emphasizing comfort, versatility, and style. By utilizing high-quality fabrics, employing thoughtful tailoring techniques, and considering the needs of different body types, Universal Standard creates garments that are both fashionable and functional.

  1. Collaborations and Partnerships:

Universal Standard has collaborated with notable individuals and organizations to further their mission of inclusivity. Collaborations with celebrities, such as Jada Pinkett Smith and Danielle Brooks, have helped raise awareness and promote body positivity. Furthermore, partnerships with brands like Goop and Adidas have expanded their reach and brought their message to a wider audience.

  1. Inclusive Marketing and Representation:

Universal Standard’s commitment to inclusivity goes beyond the clothes they create. They strive for diverse representation in their marketing campaigns, showcasing women of all sizes, ethnicities, ages, and abilities. By featuring real women rather than professional models, they challenge societal beauty standards and empower women to embrace their uniqueness.

  1. Building a Community:

Universal Standard recognizes the importance of building a supportive community around their brand. Through various initiatives, such as the Fit Liberty® Challenge and the Foundation Fit Liberty® Kit, they engage with their customers, listen to their feedback, and create a space where women feel heard and valued.

  1. Impact on the Fashion Industry:

Universal Standard’s impact on the fashion industry cannot be overstated. They have challenged the long-held notion that fashion is exclusive and only caters to a select few. By prioritizing inclusivity, Universal Standard has paved the way for other brands to follow suit, prompting the industry to reconsider its approach to sizing, representation, and diversity.


Universal Standard has made significant strides in revolutionizing the fashion industry by championing inclusivity and body positivity. Through their commitment to providing stylish and well-fitting clothing for women of all sizes, they have shattered the notion that fashion is limited to a particular body type. By creating a supportive and empowering community, Universal Standard has redefined the standards of beauty and encouraged women to embrace their bodies with confidence. Their impact serves as an inspiration for the industry, signaling a much-needed shift towards a more inclusive and representative future.