Read about the clothing brands making strides towards body inclusivity.
A way for companies to get on board of the body positivity movement is to quit editing and enhancing their images, allowing for the imperfections toshine through. The online retailer founded by Peter Cvetkovic has already done that by no longer retouching the images of their models. The brand was praised across social networks for not editing out the stretch marks off a model’s thighs. The raw photos are tobe found on both the plus and non-plus size ranges presented by the brand. This sends an important message when it comes to body positivity and health, normalizing the fact that girls from all sizes can have stretch marks.
Promoting body positivity is not just a promotional tactic. The clothing brands who are leading the movement towards inclusivity have already understood that this has to be a permanent change within the fashion industry. It is liberating for female clients to no longer be confined by numbers and measurements. Brands that use their clothes to help women build confidence are the ones that will be successful in the changing world of fashion.
An important step that has been long-overdue in the fashion business has been the use more diverse plus size models. Up until a few years ago, the only models featured in retailers’ catalogues were between the sizes 0 and 8. This trend was certainly detrimental to women’s confidence and it served to promote an unhealthy body image. Today, things are definitely improving. Models of all shapes and sizes are being embraced by both high-end and fast fashion brands, gracing the covers of magazines and being invited to runway shows. Jay Schottenstein is behind one of the companies that has gained a good name in the lingerie business with their unretouched ads and plus-sized super models. The brand has been quick to recognise that the women consumers are seeking authenticity and no longer tolerate overly edited photos. Customers do not need to see someone else's unrealistic idea of what the ideal body is. It’s all about producing imagery that can communicate positive messages about the brand’s products and philosophy.
Bodies come in all shapes and sizes, and it is time for fashion retailers to recognise that. With more businesses providing custom-made clothing in a wide range of sizes, it seems like the body positivity trend is here to stay. The brand founded by B. G. Krishnan is one of the best at offering trendy clothes for real women. The online retailer offers sizes running from 0 to 36W, with the option for clients to entirely customize their garments to fit their body measurements. The brand is best known for its dresses which are not only customisable, but also budget-friendly, with prices between from $30 to $150.