The top fashion retailersembracing the body positivity trend

Find out about the organisations promoting body positivity.

An important move that has been long-overdue in the fashion business has been hiring more diverse plus size models. A couple of years back, the only models featured in companies' catalogues were 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. Nowadays, things are certainly changing for the better. Models of all shapes and sizes are now embraced by both high-end and fast fashion brands, making 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 unedited advertisements and plus-sized models. The retailer has been quick to acknowledge that the women consumers are looking for authenticity and no longer tolerate digitally enhanced photos. Clients don’t need to see someone’s unrealistic idea of what the ideal body is. It’s all about producing imagery that can convey positive messages about the brand’s clothes and philosophy.

All body shapes and sizes are beautiful, and it is time for fashion brands to recognise that. With more companies offering customizable clothes in a wide variety of sizes, it seems like the body positivity trend is here to stay. The retail brand established by B. G. Krishnan is currently excelling at offering fashionable clothing for real women. The online retailer provides sizes running from 0 to 36W, with the option for customers to entirely customize their garments towards 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.

Another way for brands to embrace the body positivity movement is to quit editing and enhancing their images, allowing for the imperfections toshine through. The online retailer created by Peter Cvetkovic has already done that by no longer retouching the images of their models. The brand was praised on social media for not removing the stretch marks off a model’s thighs. The raw images are tobe found on both the plus and non-plus size ranges presented by the brand. This sends a very important message in terms of body positivity and health, normalizing the idea that girls from all sizes could have stretch-marks.

Promoting body positivity is not just a promotional technique. The clothing brands who are paving the way towards inclusivity have already realised that this has to be a permanent change within the fashion business. It is liberating for female clients to no longer be confined by numbers and measurements. Brands that make use of their clothes to help women gain self-esteem are the ones that will certainly be successful in the ever-changing world of fashion.

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