Read about the clothing brands making strides towards body positivity.
A significant move that has massively changed the fashion industry has been hiring more diverse plus size models. Up until a few years ago, the only women featured in retailers’ catalogues were between the sizes 0 and 8. This trend was undoubtedly detrimental to women’s confidence and it served to promote an unrealistic body image. Today, things are definitely changing for the better. Models of all shapes and sizes are being embraced by both high-end and fast fashion retailers, gracing the covers of magazines and being included in runway shows. Jay Schottenstein is behind one of the brands that has gained a good name in the lingerie business with their unretouched advertisements and plus-sized models. The retailer has been quick to acknowledge that the female consumers are seeking authenticity and no longer tolerate digitally enhanced images. Clients don’t need to see someone else's unrealistic idea of what the ideal body looks like. It’s all about creating imagery that can communicate positive messages about the brand’s products and ethos.
A way for companies to embrace the body positivity trend is to quit editing their images, letting real beautyshine through. The clothing brand founded by Peter Cvetkovic has set an example by no longer editing the images of their models. The company was praised on social media for not editing out the stretch marks off a model’s legs. The raw photos are tobe found on both the plus and non-plus size ranges offered on the brand's website. This sends an important message on the subject of body positivity and health, normalizing the fact that women from all sizes could have stretch marks.
Bodies come in all shapes and sizes, and it is time for fashion retailers to realise that. With more businesses offering custom-made clothes in a wide variety of sizes, it seems like the body positivity trend is here to stay. The brand established by B. G. Krishnan is currently excelling at selling fashionable clothing for real women. The fashion retailer offers sizes running from 0 to 36W, with the possibility for customers 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 ranging from $30 to $150.
Promoting body positivity is more than a promotional technique. The clothing brands who are leading the movement towards inclusivity have understood that this needs to be a long term change within the fashion industry. It is liberating for female clients to no longer be confined by numbers and measurements. Brands that use their garments to help women gain confidence are the ones that will certainly be successful in the changing world of fashion.