For decades, the fashion world has dictated who gets to wear what, creating unrealistic beauty standards that exclude millions. But two best friends, Denise Mercedes and Maria Castellanos, are rewriting the rules. Their viral movement, Style Not Size, is proving that fashion isn’t about numbers on a tag—it’s about confidence.

By wearing identical outfits despite their different body sizes, they are inspiring women everywhere to embrace their bodies and wear whatever makes them feel amazing. Their message is bold, their impact is undeniable, and their story is changing the way we think about fashion.

Let’s dive into how this movement began, why it’s taken over social media, and how it’s forcing the fashion industry to wake up.

How a Simple Idea Turned Into a Fashion Revolution

Like all great movements, Style Not Size started with a simple yet powerful idea. In 2019, Maria was working as Denise’s photographer, capturing stylish shots for social media. Then, on a whim, Denise suggested something different—taking a picture together in the same bikini.

The response was overwhelming. Women flooded the comments with appreciation, saying how refreshing it was to see two different body types rocking the same look. That one post turned into many, and before they knew it, their social media feeds were filled with side-by-side photos and videos challenging outdated beauty norms. And the world took notice.

Video

Check out the video to see how the same style looks different in various sizes, proving that style is all about how you wear it! Take a look now!

How TikTok Sent “Style Not Size” Viral

While their message had already gained traction, everything changed when they took to TikTok. Their first viral video featured them confidently strutting in matching outfits, proving that style has nothing to do with size.

They needed a hashtag, so they asked their Instagram followers to choose between #ThroughThickAndThin and #StyleNotSize. The latter won—and the movement was officially born.

Since then, Denise and Maria have built a massive following, with over 1.5 million followers for Denise and nearly 500,000 for Maria. Their movement isn’t just viral—it’s become a cultural reset.

The Message Behind the Movement: Fashion Has No Size Limit

At its core, Style Not Size is about more than just fashion—it’s about self-love and confidence.

• Wear whatever makes you feel amazing
• Stop letting size labels define your worth
• Own your body and your style with pride

Denise and Maria want every woman to feel like she belongs in fashion, no matter her shape. “The fact that we can inspire so many women to feel confident in their bodies makes us want to keep going,” Denise said.

Their message is clear: You don’t need to change your body—fashion needs to change for you.

Taking On the Fashion Industry: Breaking the Mold

For far too long, the fashion industry has ignored body diversity.

• Plus-size women have been shoved to the sidelines, with few trendy options available.
• Petite and tall women have also struggled to find well-fitting styles.
• Many brands continue to cater to only one body type, leaving countless women frustrated.

Denise and Maria are calling for a revolution. They aren’t just demanding change—they’re making it happen. “We want brands to understand that inclusivity is not optional—it’s a necessity,” Maria explained.

And guess what? Brands are finally listening.

The Fashion Industry is Finally Paying Attention

The Style Not Size movement isn’t just changing minds—it’s changing fashion itself.

Denise and Maria have noticed that brands are starting to expand their size ranges and offer more inclusive styles. Even sustainable fashion—once notorious for limited sizing—is becoming more accessible.

The shift is happening, but there’s still work to do. And these two women aren’t stopping anytime soon.

Major Brand Deals: Bringing Change to the Mainstream

The fashion world couldn’t ignore Style Not Size for long. Soon, major brands came knocking, eager to be part of the movement.

Abercrombie & Fitch teamed up with the duo to create a fall collection that embraces all body types. Maria expressed how freeing it is to work with brands that aren’t trying to fit people into a mold.

Macy’s recognized the movement’s power and collaborated with them to launch an inclusive loungewear collection, proving that comfort and style should be for everyone.

These collaborations aren’t just about selling clothes—they’re about shifting the entire fashion landscape.

The Future of “Style Not Size” and What’s Next

What started as a single photo has transformed into a global movement. Denise and Maria continue to push boundaries, ensuring that fashion becomes more inclusive, diverse, and empowering.

Their message is simple: Fashion is for everyone. Style has no size. Confidence is the best outfit you can wear.

Now, let’s take a look at some of their most stunning, empowering, and game-changing fashion moments!

The Style Not Size movement is more than just a viral trend—it’s a wake-up call for the fashion industry and a source of empowerment for women everywhere. Denise and Maria have proven that style has no size, and confidence is what truly makes an outfit shine. As brands slowly embrace inclusivity, their mission continues to inspire. Fashion should celebrate all body types, not exclude them. So, are you ready to embrace your style—no matter the size? Let’s dive into their stunning looks!

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Check out the video featuring incredible models embracing confidence, inclusion, and style, as they showcase their unique journeys with #BeYourOwnBoss and #LimbDifference. Watch now and be inspired!