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In light of the challenge the fashion industry faces to be more body shape-inclusive, several brands now feature curvy models (large breasts and buttocks, wide hips and a small waist) in their online advertising. Gaps exist in the understanding of the influence of these models on young consumers’ perceptions of body ideals and advertising effectiveness. This study aims to investigate how brief exposure to idealized thin and curvy models in Instagram fashion advertising affects young female consumers’ body type preferences and clothing purchase intentions.

Data were collected from 245 late-adolescent girls, aged 17–19 years, through online questionnaires. Participants were randomly assigned to view Instagram fashion advertising featuring thin or curvy models before reporting on study variables.

Results revealed that girls expressed a preference for the body type to which they were exposed. However, they indicated a higher intention to purchase clothes worn by thin models than those worn by curvy models despite rating both thin and curvy models as equally attractive. This effect held even when controlling for participants’ body size.

To the best of the authors’ knowledge, this is the first known study to experimentally examine the effects of curvy models featured in Instagram fashion advertising on late-adolescent girls’ body type preferences and clothing purchase intentions. The study shows that purchase intentions do not necessarily follow body type preferences. Findings also highlight the role that advertisement content has in promoting idealized, yet frequently unattainable, body types. Marketers are encouraged to weigh the ethical implications of their use of these extreme body types.

Despite the online shopping trend, many women still prefer in-store experiences for trying on and buying clothes. The body positivity movement endorsed by many brands implies that all women, even those with lower body appreciation, should feel included in this setting. However, studies have yet to quantitatively explore the mediating role of women’s positive body image between clothing size and in-store experiences. To address this gap, this study examined the in-store experiences of 642 women from largely Western nations (Mage = 45.96, standard deviation (SD) = 9.31) who self-reported as straight-, mid- and plus-sizes and the mediating role of body appreciation.

Participants completed online questionnaires with measures including clothing size, body appreciation, in-store experiences and preferences for in-store changes.

Women of mid-size and plus-size were more likely than women of straight-size to report lower body appreciation, which led to a greater desire for guidance from staff about styles but less likelihood to approach them, higher discomfort going up a size and lower confidence trying on clothes. In contrast, straight-size women generally felt more comfortable and confident in-store clothes shopping. A direct link between clothing size and lower purchase intentions without in-store representation was found; however, body appreciation did not mediate this link. Preferences for in-store changes included better support from sales staff and more inclusive imagery.

This study indicates that in-store clothes shopping may not feel like retail therapy for women who identify as mid-size or plus-size and experience low body appreciation. It highlights the need for comprehensive reform within the fashion retail industry by prioritizing inclusivity through better staff support and in-store representation for all sizes.