Part of the reason why Weir and her peers were able to find so much success selling on Instagram is that the medium already lends itself to a sense of camaraderie for independent retailers.
Many sellers use the “community over competition” model on Instagram, frequently cross-posting items from similar stores that they love and promoting other sellers in their stories and main feeds. What’s more, Instagram is often used as a digital community space for marginalized individuals, such as plus-size folks, which makes the platform a natural setting for the rise of plus-size vintage sellers. Instagram plus-size shops aren’t just stores, they provide a necessary service to members of that community who were previously completely ignored. “There are a lot of barriers to finding clothing that straight-sized people don’t think about, because they haven’t had to think about it,” says Weir. “So we’re on here saying, this is where I find plus-size lingerie
. This is where I get this, this is where I get that.”