Traditionally, plus sized models are a US 6 / 8 [which is tiny for ham's way of thinking] (SOMETIMES a 10 but that's pushing it). It's only been in the last 3 - 5 years that they've been getting extremely obese models to market products. Most agencies are still using the traditional sizing but, through social media, the pigs are getting huge amounts of followers so brands and companies are trying to use them to their advantage (same way YouTubers are now a staple of DWTS and spokesmodels.