Japan is known for its restrictive beauty ideals. But now, Pottya – a plus-size pop group – is challenging the country’s image of celebrities as exclusively slim. With fat activism gaining traction worldwide, the group is using the prejudice laid against them to make waves in the J-pop scene.

Studies show that poor body image can be more harmful than actually being overweight. But brands are still communicating with plus-size audiences through stereotypes and shame. In the era of body positivity, how can businesses challenge fat taboo and meaningfully connect with people in this space?

Picking up a last-minute party dress is easier said than done for plus-size women. The likes of Lululemon and Urban Outfitters don’t make clothes above a US 14, and the industry is losing out on as much as $14 billion by failing to serve this market. So what do curvy women want from their clothes?

Plus-size swimwear has traditionally been matronly, with brands assuming that larger women want to hide away. But swimwear brand Alpine Butterfly is catering to the emboldened tastes of these women, who are empowered by body positivity online and want to show off their #beachbody.