The first ever one-size-fits-all jeans that makes women of any size and share unstoppable.

“Not everyone has the same body shape. Regardless, everyone should still feel comfortable in their own skin. A piece of clothing shouldn’t affect one’s self-esteem. Clothing should fit us as we are, not the other way around.”– Madeline Borough, plus size fashion designer

Jeans have been a staple and must-have in everyone's wardrobe in the recent years. The jeans industry started in the 1800s and has grown massively thanks to Levi’s. Unfortunately, the production and advertisement of jeans have not changed at all since then.

MYTH: Jeans only look good on skinny people.

TRUTH: Anyone can sport jeans.

Ever since the 19th century, the fashion industry has been trying to sell unrealistic body standards, making jeans appear ‘exclusive’ for skinny people while leaving everyone else with lowered self-esteem.

What’s worse is that people still hold onto the very same misconception even until today. To make things worse, social media has magnified the issue of body shaming. No thanks to these social media, plus size people are constantly under fire for wearing jeans.

It’s time that the fashion industry wakes up from its 100 years of slumber in the same unrealistic body standards. Fashion is for everyone, and we should celebrate as many women as we can. Just as fashion writer Nicolette Mason said, “Inclusivity is the future in fashion. You can either get on board or fade into irrelevance.”

Plus size fashion designer, Madeline Borough has finally had enough of this social stigma. Being on the heavier side all her life, she struggled to find the perfect pair of jeans. Even if they came in her size, she would be too embarrassed to ask for fear of all the stares and judgements from strangers.

Realizing that she’s also a victim of fat shaming, she was determined to do for fashion what Rihanna did for the beauty industry: revolutionise it. So she worked with a fashion engineer, Pete Davison. Together, they designed a one size fits all jeans and named them “AlwaysFit Jeans”.

“No woman should ever feel bad about their own body. I want to show plus size women that we shouldn’t be afraid of being seen.  Size should not define us, whether we’re fat, thin, or anywhere in between. My mission for creating the AlwaysFit Jeans is to fight back against body shaming, because anyone, no matter what size or shape, can rock fringed skirts, bodycon, and even jeans!” – Madeline Borough

Every woman deserves to feel beautiful in jeans, regardless of their shape and size. Don’t let a piece of ill-fitting clothing affect your self-confidence. Always remember that it’s not about the size you wear but the way you wear your size.

The AlwaysFit Jeans embraces all of you, just as you are. With this, you can now take on the world.