A wedding dress is the most important garment a woman will ever wear. It is something she dreams about her entire life. So imagine going to try on your dress but there are no sample sizes to fit you. You have to guess what the most important and expensive piece of clothing you will ever own might look like on you on the most important day of your life. To add insult to injury, you are charged more money because your dress is a larger size. You are paying more for a disappointing experience.

You are a size 18, 5”5 woman taking the initiative to feel great through yoga. You are excited for your first yoga class until you realize the only clothing you can wear is an oversized generic t-shirt and your husband’s old trackpants. There is no yoga clothing offered in your size. You go to class and are surrounded by others dressed the part with a little more experience than you (or so you think as their clothing gives them an air of confidence). At the first “downward dog” your t-shirt is over your head, your stomach is exposed and you feel highly uncomfortable and embarrassed vowing to never come to a class again. In a perfect world, you would have the appropriate attire not just looking and feeling the part, but being the part, fitting in with the class and moving forward with your fitness goals.

You are a plus-size woman and want to go shopping with your friends. Their clothing is contained on one or two floors of the local department store. The plus-size section is located in the basement between the luggage and the clearance section far away from all other women’s fashions.

You flip through over 800 pages of one of the most popular fashion magazine's coveted September issues only to find only 2 pages contain models over a size 4. One page features Queen Latifah for Covergirl (great!) and the other is a diet ad in which one of the models is standing on a scale above the caption "I can lose 50% more weight".

You are a straight size 16 and there are virtually no clothes in your size range. You are forced to wear clothing that is either too small or too big. Either way, you don’t feel like yourself, are uncomfortable and are forced to buy what fits, not what flatters you or reveals your style.

You want to buy stylish, current fashions but most clothing lines stop at a size large and you are slightly larger than this. The difference between having new clothing and not is a difference of a few inches of fabric. After going through most of the stores in the mall and trying on dozens of outfits that were too small, you leave exhausted having bought nothing.

90% of our bodies are covered by clothing every day telling the world who we are, what colours we like, what styles we like, what our take on fashion is. Many women over a size 12 do not wear the style they love, the colour they love or the fabric they love. They wear what fits.

You are a young, hip, curvy teenager visiting a store to buy a prom dress. You are elated to see literally hundreds of styles stretching out as far as the eye can see. Your excitement turns to despair when you go through dozens of racks to find not one dress in your size. The only dresses that would fit are for the mother of the bride.

As a size 14 woman, you go shopping with your size 6 friend. She tries on a dozen outfits and they all fit her, she just needs to decide which ones she likes the best. You find a couple size 14s that aren’t really what you are looking for but try them on anyway because they are the only items in your size. They are too small but no larger sizes exist. You sit patiently by the changeroom and put on a smile as your friend tries on more outfits. You can’t recall ever having had the luxury of selection.

You love to be up on current fashions and feel like you are very stylish. You love your body and dress well for your body type yet every time you pick up a magazine, your body type appears in a "before & after" explaining how to camouflage your"flaws." Your body type is never represented in the fashion pages - only in the improvement pages.

You want to go skiing with your friends and look for months for an XL ski jacket to fit you with pants to match. Nothing exists in this size or in anything above a large – as if women over a certain size lack the want to be athletic. You get very frustrated and everyone you speak with suggests buying a men’s outfit. But you wish to look feminine. You want to have the choice as to what you wear, not wearing something by default simply because it fits. After 3 months of searching, you finally find one women’s jacket in your size and buy it – because it is the only one. You buy men’s pants to match.

You are a plus-size teen living in rural North America who wants to be fashionable and wear what your friends are wearing. Your selection is limited and the few stores nearby cater to women over 40 years of age. There are very few stores if any where you live that carry hip, junior wear and you are forced to dress differently from all your friends.