Universal Standard co-founder Alexandra Waldman on making fashion for the 70%

Plus-size models have made uncertain gains in advertising in recent years, though for Universal Standard co-founder Alexandra Waldman, the problem is also in how these models are often depicted.

"I always looked at ads of these women in pattern-wrapped dresses and high heels and I thought: 'I don't understand where she's going,'" Waldman said on this week's episode of the Glossy Podcast. "'Where is she going with the bows and the things, and why does she have kittens on her T-shirt? She's obviously in her 30s.'"

Universal Standard launched in 2015 to offer all of their items -- no kittens, thanks -- in sizes from 00 to 40. And though they've opened five stores all in the last several months, they've also made sure their website caters to women of all sizes, in a way they might not be used to.

"That size 8 doesn't look anything like I'm going to look when I put on that dress," Waldman said. "So we thought 'why not photograph everything on every single size and then allow women, if they wanted to, to look at the scope of the range or to click a button and make the entire website just in their size," Waldman said.

Waldman talked about the company's insistence on inclusion, the industry's sure but slow progress and how Universal Standard has boosted more than one model's career.