The fashion and advertising industry is undergoing a genuine transformation: brands across every segment — from fast fashion to luxury, from lingerie to activewear — are integrating plus-size and curvy models into their campaigns. This is not only an ethical or inclusive communication choice; it is a commercial decision grounded in market data. Women wearing size 44 and above represent the majority of Italian female consumers.
In industry usage, plus-size generally refers to sizes 46 and above (EU sizing); curvy describes a pronounced figure that may not necessarily be a large size (often EU 42–46). The two categories overlap and brands apply both terms with slightly different nuances. TOAgency’s roster covers the full spectrum, with models experienced in fashion, lingerie, beachwear, activewear and lifestyle shoots.
Fashion and apparel: seasonal catalogues, lookbooks, e-commerce shoots (product-on-model images increase conversion rates), social media content. Extended-size fashion brands (Violeta by Mango, Zizzi, Elena Mirò, Persona by Marina Rinaldi) run dedicated castings regularly.
Lingerie and underwear: one of the fastest-growing segments for curvy models. Major and DTC brands are producing campaigns with broader body representation. See also our guide to lingerie, underwear and beachwear models in Italy.
Beachwear and swimwear: summer campaigns increasingly feature diverse body profiles. Curvy models in swimwear communicate body confidence and authenticity — values that resonate strongly with contemporary female audiences.
Activewear and sportswear: Nike, Adidas and niche fitness brands include plus-size models to communicate that sport is for everyone. Athletic profiles in larger sizes, comfortable posing in real physical activity contexts.
Consumer healthcare and wellbeing: supplement campaigns, women’s health products, post-surgical garments and personal care products often require authentic, non-conventional profiles.
Beyond size, the key criteria are: confident posture in front of the camera, ability to move naturally in the garment, professional shoot experience (not just personal photos), and — especially for lingerie or swimwear — comfort with the body in exposure situations. TOAgency selects plus-size models with verified, up-to-date professional portfolios.
Fill in our B2B quote form specifying: required size or size range, campaign type, style (editorial, commercial, lifestyle), shoot date and location. The TOAgency team provides a dedicated shortlist within 24 hours.