• by Sarah Mahoney  @mahoney_sarah, January 4, 2022

Macy’s hopes to build on the popularity of two social-media stars with a new Style Not Size collection.

The limited-edition loungewear line, sold as a capsule under Macy’s private-label Jenni brand, focuses on comfy mix-and-match separates, including leggings, bodysuits and bralettes.

Style Not Size is the brainchild of social-media influencers Denise Mercedes, a size 14, and Maria Castellanos, size 6. Using the #StyleNotSize hashtag, the two often pose in identical outfits in dancing videos on TikTok and Instagram, generating a large following for their body-positive sass.

Macy’s says the line is made from comforting fuzzy and marbled pastels and neutrals, priced from $35 to $60. Items come in sizes XS to XXL and plus sizes 1X to 3X.

Mercedes and Castellanos “have captured a highly engaged fan base across shapes and sizes who enthusiastically celebrate fashion and style inclusively,” said Durand Guion, vice president of Macy’s fashion office, in the announcement.

The duo has also had a collection with Abercrombie & Fitch.

Women’s Wear Daily, which first reported on the collaboration, puts the international plus-size market at more than $178 billion, with 4.3% annual growth projected through 2028.

Coresight Research says in the U.S., the market for extended sizes is about $32.2 billion and represents roughly 20.7% of the total women’s apparel market.

Retailers everywhere have been hustling to increase their size-inclusive offerings, even as specialty retailers like Lane Bryant have closed stores. Among those with recent initiatives: Target, Walmart, H&M and Nike.

Old Navy has staked out the boldest claim. Earlier this year, it promised to do away with separate selections and pricing for plus-size clothing, offering all women’s apparel in sizes 0 to 30.

Then it tapped actress Aidy (“Shrill,” “Saturday Night Live”) Bryant for its ad campaign. It’s also stepped up its #BODEQUALITY messaging with #Bodsplaining, quick hits of social-media content that aim to get at the root of plus-size stigma.