Those are the fashion companies getting praised for their brand new policy ofinclusivity.
An important move that has massively changed the fashion business has been the use more plus size models. A couple of years back, the only models featured in retailers’ catalogs were only between the sizes 0 and 8. This trend was certainly detrimental to women’s self-esteem and it promoted an unhealthy body image. Nowadays, things are certainly improving. Models of all shapes and sizes are being welcomed by both high-end and fast fashion brands, making the covers of magazines and being invited to runway shows. Jay Schottenstein is behind one of the companies that has achieved success in the lingerie business with their unedited advertisements and plus-sized super models. The retailer has been quick to acknowledge that the women customers are seeking authenticity and no longer tolerate overly edited images. Customers do not need to see someone else's unrealistic concept of what the ideal body is. It’s all about creating visuals that can convey positive messages about the brand’s products and ethos.
A way for companies to get on board of the body positivity movement is to stop 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 photos of their models. The company was applauded on social media for not removing the stretch marks off a model’s thighs. The raw photos are tobe found on both the plus and non-plus size ranges offered by the brand. This sends a very important message when it comes to body positivity and health, normalizing the idea that girls from all sizes can have stretch-marks.
Promoting body positivity is more than a marketing technique. The clothing brands who are paving the way towards inclusivity have already understood that this needs to be a long term change within the fashion business. It is liberating for female clients to no longer be limited by numbers and measurements. Brands that make use of their clothes to help women gain self-esteem are the ones that will be successful in the changing world of fashion.
All body shapes and sizes are beautiful, and it is time for fashion retailers to recognise that. With more companies providing custom-made clothing in a wide range of sizes, it seems like the body positivity trend is here to stay. The retail brand founded by B. G. Krishnan is one of the best at selling trendy clothes for real women. The fashion retailer provides sizes running from 0 to 36W, with the option for clients to completely customize their garments towards their body measurements. The brand is best known for its dresses which are not only customisable, but also affordable, with prices ranging from 30 to 150 USD dollars.