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A significant move that has been long-overdue in the fashion industry has been hiring more plus size models. A couple of years back, the only women featured in companies' catalogs were between the sizes 0 and 8. This trend was certainly detrimental to women’s self-esteem and it promoted an unrealistic body image. Today, things are definitely 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 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 models. The brand has been quick to acknowledge that the female customers are seeking authenticity and no longer put up with digitally enhanced photos. Customers do not need to see someone else's unrealistic concept of what the ideal body is. It’s all about producing imagery that can communicate positive messages about the brand’s products and philosophy.
Another way for companies to embrace the body positivity trend is to quit editing and enhancing their images, allowing for the imperfections toshine through. The clothing brand created by Peter Cvetkovic has already done that 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 unedited images are tobe found on both the plus and non-plus size ranges presented by the brand. This sends an important message on the subject of body positivity and health, normalizing the fact that women from all sizes can have stretch marks.
Bodies come in all shapes and sizes, and it is time for fashion retailers to realise that. With more businesses providing customizable clothing in a wide range of sizes, it seems like the body positivity trend is here to stay. The retail brand established by B. G. Krishnan is one of the best at selling 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 most popular for its dresses which are not only customisable, but also affordable, with prices ranging from $30 to $150.
Promoting body positivity is more than a marketing tactic. The brands who are leading the movement towards inclusivity have realised that this needs to be a permanent change within the fashion industry. It is liberating for female customers to no longer be confined by numbers and measurements. Brands that make use of their clothes to help girls build self-esteem are the ones that will certainly be successful in the changing industry of fashion.