The plus-size brand so well-designed, Gwyneth Paltrow is funding its expansion to “straight sizing”

Two-and-a-half years ago, Polina Veksler and Alexandra Waldman founded Universal Standard, a fashion-forward, plus-size women’s clothing brand as an antidote to the predominant plus-size-apparel experience: sold far away from the rest of women’s apparel, relegated to the areas like the furniture floor of the department store and mostly made with cheap, flammable, polyester fabrics.

Early on while conducting market research in their showrooms in New York City and Seattle, Veksler and...

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