A survey has revealed that a quarter of British women are now wearing a size 18 or above clothes, with demand for XL almost doubling in five years.
The survey showed that more than 6.2 million women are now "plus" sizes, and that only 31% are size 12, which used to be the average size, which is now a 16.
TV host Vanessa Feltz, 48, is trying to leave the ranks of the "larger lady", and had a gastric band operation in June.
"I'm a size 18-20, but I'd like to be nearer to a 12," the Sun quoted her as saying.
Half of all adults are overweight or obese, forcing clothes shops to extend their ranges, but half of larger ladies say the bigger sizes are "less fashionable", found analysts Mintel.
"Retailers need to wake up to the growth potential of this market," spokeswoman Tamara Sender said stated.