When you think of a runway model, three words usually come to mind: tall, thin and young. The typical high fashion model is between 16 and 24 years old, with sample sizes rarely exceeding a US 2 or 4. These old standards have left millions without representation on the runway. British model, Charlotte Reardon, is working to change that.
Before transitioning to runway, Reardon spent over a decade as a production fit model—a behind-the-scenes role assisting designers to ensure the fit is correct across different sizes and aligns with their vision before mass production of the final product. Now in her thirties, with a body type that doesn’t fit the traditional fashion mold, she represents an overlooked demographic: millennial women who make up a controlling share of fashion consumers. According to a 2023 survey by McKinsey & Company, millennial women—now aged 28 to 43—spend over $600 billion annually on fashion and beauty products, yet the models selling those products are nearly half the buyers’ age.
“I booked my first runway show because a designer I was fitting for wanted their runway models to look more like the people actually buying their clothes,” Reardon says. That’s when I found my niche, I wanted to be a part of that shift.”
Redefining Beauty on the Runway
Brands have gradually shifted to casting more models of diverse sizes and backgrounds; while the industry has become more inclusive over the last decade, much of the diversity has been concentrated on either end of the spectrum–petite models under size 4 or plus-sized models over size 16.
Working with brands such as: Calvin Klein, The Gap, Lululemon, Guess Jeans, Moncler, New Balance, and Bloomingdale’s. Reardon proudly represents the women and body types known as the “in-between sizes,” and her ability to transition from fit to runway model highlights the demand for representation that reflects the everyday consumer.
According to a 2024 report by The Business of Fashion, 90% of millennial women say they are more likely to buy from brands that feature a model they can relate to. This shift in consumer behavior is driving brands to rethink their casting decisions.
Fashion’s New Consumer Expectations
In an industry that usually pushes the ingénue, Reardon’s 16 years of experience makes her more valuable than ever. She does not conform to the industry’s typical “model” image, with her visible tattoos, everyday bruises, and a physique shaped by an active lifestyle rather than one dictated by ideals.
“There are millions of women out there who love fashion but don’t see themselves in it,” Reardon says. “Most women aren’t 19-year-old runway models. They are women with full-time jobs who ride bikes and read books, and they are proud of their tattoos and stretch marks. They live by their own rules, and they want to see a model who feels real and relatable.”
The Economics of Inclusivity
The conversation about inclusivity is not just culural; it also has financial implications. The size-inclusive market, once considered niche, is now mainstream. The global plus-size apparel market alone is projected to reach $696.7 billion by 2027, according to Allied Market Research. Meanwhile, the demand for mid-size fashion—typically US sizes 6 to 14—remains largely untapped.
Reardon’s ability to move seamlessly between mainstream and high-fashion markets speaks to the industry’s evolving dynamic. Her work with commercial brands, like Costco’s Kirkland, and high-end labels, such as Moncler, illustrate how brands across price points are responding to shifting consumer expectations.
A Life Beyond Modeling
Her transition within the modeling world is not the first time Reardon has changed course. After a serious accident in 2020, which sidelined her career, she turned to house-flipping—an unexpected pivot incorporating her knowledge in fashion and design.
“I never thought I’d be modeling at this age…but I just still love doing it! Our bodies change over time in so many ways–whether it’s pregnancy, an injury, or just aging. I want to be a part of fashion at every stage, not just when the industry says I should.”
Her vision reflects a future where fashion meets women where they are—not where outdated standards say they should be. And as consumer expectations continue to reshape the industry, models like Reardon are proving that real style has no expiration date.
Credits:
Byline: Andi Stark
Photo: Ruben Caballero