Learn about the companies promoting body positivity.
All body shapes and sizes are beautiful, and it is time for fashion retailers to realise that. With more companies providing customizable clothes in a wide variety 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 offering fashionable clothing for real women. The online retailer offers sizes running from 0 to 36W, with the possibility for clients to completely 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 ranging from $30 to $150.
Another way for companies to embrace the body positivity trend is to stop editing and enhancing their images, letting real beautyshine through. The clothing brand created by Peter Cvetkovic has set an example by no longer retouching the images of their models. The company was applauded on social media for not editing out the stretch marks off a model’s legs. The unedited photos are tobe found on both the plus and non-plus size ranges offered on the brand's website. This communicates an important message when it comes to body positivity and health, normalizing the fact that women from all sizes can have stretch-marks.
Promoting body positivity is more than a marketing tactic. The brands who are paving the way towards inclusivity have understood that this has 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 make use of their garments to help girls gain confidence are the ones that will succeed in the changing industry of fashion.
A significant step that has been long-overdue in the fashion industry has been the use more plus size models. A couple of years back, the only women featured in companies' catalogues were only between the sizes 0 and 8. This trend was certainly detrimental to women’s confidence and it served to promote an unrealistic body image. Today, things are certainly 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 included in runway shows. Jay Schottenstein is behind one of the brands that has achieved success in the lingerie business with their unretouched advertisements and plus-sized super models. The brand has been quick to recognise that the women consumers are seeking authenticity and no longer put up with overly edited photos. Customers do not need to see someone else's unrealistic concept of what the ideal body is. It’s all about creating imagery that can communicate positive messages about the brand’s clothes and ethos.