Asia's 'big' shopping problem 

Even though countries like China are "getting bigger", being plus-sized can be particularly demoralizing in Asia’s cosmopolitan cities, where weight-watching is practically a national pastime. “You switch on the TV in Singapore and it’s all about slimming programs, slim is good, slim is beautiful,” says Erica Sim, 30, owner of shopping portal Big n Beautiful. She has dreadful memories of Singapore’s Trim and Fit (TAF) program, which forced diets and exercise on students deemed overweight. “It was so embarrassing to be skipping rope in front of my friends who were enjoying their break-time snack.”

Erica laments the limited clothing options for larger Asian women. “If it’s available, it’s at a non-affordable price. If it’s affordable, the design is ugly; very aunty-ish.” To make matters worse, some shop assistants are downright cruel to customers. “We have swapped and shared horror stories of curvy ladies entering boutiques and being turned away with a curt comment, or getting unfriendly stares and jeers,” write Candy Chow, Daphne Aw and Wendy Chow of Big On Attitude, a Singapore-based web shop for “bold, beautiful wear.” 

Quite a few foreigners, who are not considered large in their home countries, suddenly run into difficulties when buying clothes. Owen Rosa, 33, is a business developer who has lived in Japan for over ten years. At 6 foot 1 (183 centimeters) and a muscular 200 pounds (93 kg), he’s given up on visiting local shops. “Sometimes, the clerks will ask me to try something on, but most of the time I can’t even put it on all the way. It would always create a feeling that foreigners are not wanted in Japan.”

The good news: Asia has a growing number of choices for large and tall shoppers -- as well as communities that celebrate plus-sized beauty.

Color Pencil のプラスサイズファッション。

Global clothing retailers

Asian designs tend to be sized smaller to fit the regional market. But global brands cater to global customers, meaning you can find size US 14 (UK 16) or higher on the rack. Try shopping at Next, Topshop, Gap, Dorothy Perkins and Marks & Spencer. 

Asia-based retail chains offer a greater range of sizes. These include Hong Kong’s Bossini and Giordano, Singapore’s Sant Rolane and York Boutique, and Japan’s Uniqlo. 

Department stores 

Most department stores have a selection for taller and larger customers. The section is typically called Plus or Queen; in Japan’s Marui it’s known as Model. However, the fit may not be larger than a US 10 or 12.

Online stores and communities

Plus-sized web communities have sprung up to provide clothes and solidarity. Singapore’s Big n Beautiful and Big On Attitude source chic clothes made for curves, many of which are locally made and inexpensive. Taiwan’s Color Pencil features photos of big girls looking gorgeous in street style coordinates.

Custom-tailored fashion 

There’s no better place than Asia to get custom-made clothes for reasonable prices. Bring a picture of a runway piece and your local tailor can reproduce it in any size and material. You can also place orders online: China’s Fanplusfriend custom-fits Gothic Lolita, cosplay and Harajuku styles that would otherwise only come in “free size” (about a US$4). 

The future: expanding choices and attitudes

In 2008, Singapore’s Ministry of Education replaced the divisive Trim n Fit program with a Holistic Health Framework for all students. Last December, Big n Beautiful organized Singapore’s first plus-sized fashion show, which was praised by local media. The organizers are optimistic that as communities grow and global brands set up flagships, shopping will become less of a nightmare for those who don’t fit the small and thin Asian 'ideal'.