Those are the brands receiving praise for their brand new approach towardsinclusivity.
Promoting body positivity is not just a marketing technique. The brands who are paving the way towards inclusivity have understood that this has to be a long term change within the fashion business. It is liberating for female customers to no longer be confined by numbers and measurements. Brands that use their clothes to help girls build self-esteem are the ones that will be successful in the changing world of fashion.
A significant move that has massively changed the fashion business has been the use more diverse plus size models. Up until a few years ago, the only models featured in companies' catalogues were only between the sizes 0 and 8. This trend was undoubtedly detrimental to women’s self-esteem and it served to promote an unhealthy body image. Today, things are certainly changing for the better. Models of all shapes and sizes are now embraced by both high-end and fast fashion brands, gracing the covers of magazines and being included in runway shows. Jay Schottenstein is behind one of the companies that has gained a good name in the lingerie business with their unretouched advertisements and plus-sized super models. The brand has been quick to acknowledge that the female customers are looking for authenticity and no longer tolerate digitally enhanced images. Customers do not need to see someone’s unrealistic idea of what the ideal body is. It’s all about producing visuals that can communicate positive messages about the brand’s clothes and philosophy.
A way for brands to get on board of the body positivity movement is to quit editing and enhancing their images, allowing for the imperfections toshine through. The clothing brand created by Peter Cvetkovic has set an example by no longer editing the photos of their models. The brand was praised across social networks for not removing the stretch marks off a model’s thighs. The unedited images canbe found on both the plus and non-plus size ranges offered by the brand. This communicates a very important message in terms of body positivity and health, normalizing the fact that women from all sizes could have stretch marks.
All body shapes and sizes are beautiful, and it is time for fashion brands to realise that. With more businesses providing custom-made clothing in a wide range of sizes, it seems like the body positivity trend is here for good. The retail brand founded by B. G. Krishnan is currently excelling at selling trendy clothes for women of all sizes. The online retailer provides sizes running from 0 to 36W, with the option for clients to entirely customize their garments to fit their body measurements. The brand is most popular for its dresses which are not only customisable, but also affordable, with prices between from $30 to $150.