Bodies and Dresses: One size doesn’t fit all!

Being a women in mid 30s is a challenge for many. A lot is at stake and we have to break barriers to get what we want. One such challenge is “dealing with our bodies”. Yes, a woman’s body goes under numerous changes since her birth and till the time she reaches at a certain age where willingly or forcefully she starts thinking about it (hates it). You read it correct, at some point of her life a woman just hates how she looks, believe it or not. This happened with me recently when I was trying to search good dresses for my vacation and failed, not in one online app but in 2 more.

In the context of personalization and customisation several fashion apps ask you to describe your body shape, and still they can’t offer the appropriate dress to you. It’s the story that has been the same since years. Indian women have always preferred saree over any other outfit as it covers there bodies in the most beautiful way and yes you don’t require any specific measurements for it. But times have changed where we now focus on “Comfort Wearing” and that means we should be happy wearing whatever we decide to wear.

What is size-inclusive clothing and do women of all sizes fit in this?

We women for that matter even men have tried and tested clothes after clothes just to get that perfect look for an office meeting, a casual party or a family get-together but we have failed miserably several times and always stick to few styles that often best suit us. People reading this should know that it’s not our fault, we have unique bodies. The sizes cannot be generalised and the brands selling the specific sizes always focus on UK, US, Europe are to be blamed here. To find a solution in 2019 a project called INDIAsize was launched by the Govt. of India that promises to offer clothing as per a size chart designed specifically for the Indian bodies. The project will entail gathering anthropometric data pan India from more than 25000 (Twenty-Five Thousand) male and female persons between the age group of 15 years and 65 years using human safe 3D whole body scanning technology. The created body size chart will help national and international retailers and manufacturers to produce goods which are best suited for Indian body types and create a balance between demand and supply of well fitted garments. Looks out be a great initiative but the question is will there be a place for post-partum mums and plus size in this list!
Meanwhile Size inclusivity and Bodyequality have been hot topics in the fashion industry that aims to offer all types of clothing for all types of body shapes. Although the fat acceptance movement first started in 1960s but no one literally cared of the real need for size inclusion until now. Today if a brand is not making clothes that are size inclusive then they are not up to the mark. I personally was surprised to know that there are few brands that still levy “Fat tax” on plus size apparels as they think more cloth is required and more time is put in to stitching a particular dress. Isn’t that a shame for a brand to do so?

Years have passed by battling over the size issue in the fashion industry where only thin models used to showcase the latest trends and that meant people with only those kind of body shapes could wear those clothes and others used to just sob somewhere in a corner. But now the fashion industry has evolved where thin is in and plus-sizes are welcomed equally. The ‘plus-size’ category covers majority market in the fashion industry and according to a survey done by Research and Markets, the industry is expected to increase by CAGR 4.3% in the coming years that turns around to be a trillion dollar industry.

Increase in the plus-size industry can be an alarm towards an unhealthy lifestyle but there are people who are fat but fit and they can be fat because of numerous reasons and nobody can stop them from wearing clothes that make them comfortable and happy at the same time. In blaming the brands first, I don’t want to neglect the education system that’s included in the courses taken by the fashion learning students. Even the fashion education must include about the inclusion of plus-sizes so that designers can design clothing in those sizes.

Sizing and designing clothing for each and every size available in the market can be difficult for the manufacturers and the retailers as there are several other cost involved in it which could hamper their overall business. But we need to pave through it and design clothes where every body is happy wearing every type of clothing. We need to normalise the situation of sizing in way that doesn’t effect the emotional state of the customer which he/she feels after getting into the small fitting rooms to try the outfit.

As for the Brand’s perspective they can benefit from size inclusivity

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1. They will help boost confidence in the plus-size women by showing that even they can wear all types clothes and flaunt their bodies.

2. Women won’t stop shopping, so if as brand you give them clothes that fit all size then surely be loyal to and will buy clothes just from your brand. Who doesn’t like clothes that fit perfectly.

3. As the fashion industry is evolving so are the sizes and as a brand if you aren’t designing it for everyone then you will be out of the market soon.

Some brands in India that are focusing on size-inclusive clothing

Urban Pataka
Why so blue
Curve Story
True Browns

Size inclusivity is necessary, it shows that the brand respects everyone, there is no difference in designing a apparel that can fit a S size and also can fit a XXXL size. It’s a matter of self-esteem for a customer when he/she wears a particular dress so if the brands design more of size-inclusive clothing it will be a win-win situation for both.

Happy Shopping!


About the Author

V Rashmi Rao

V Rashmi Rao is a Creative Content Writer and Digital Marketing expert who excels at creating exceptional content across various platforms both Print and Digital. 12+ years in the industry, she has gained immense knowledge read more...

18 Posts | 4,579 Views

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