Old Navy charged women $12 to $15 more for "plus-size" jeans than the "standard" range. Men's "plus-size" and big-and-tall jeans at the same company cost the same as everything else on the men's rail. Same store, same "more fabric" logic available to explain both, and somehow only the women's side got the invoice.

For most of advertising history, appearance was framed as a women's issue. Early campaigns from brands like Revlon tied femininity to desirability and social worth, and that gendered framing stuck. Men's magazines focused on lifestyle and success rather than looks, which meant men's body image concerns were quietly sidelined — not because they didn't exist, but because acknowledging them didn't fit the script.

Menswear loves to act like it’s above body standards. It hides behind words like “tailoring” and “silhouette” while quietly shrinking the definition of who clothes are made for. Vogue Business’ latest size inclusivity reporting makes that pattern hard to deny.