REVOLUTIONZING SIZE INCLUSIVE FASHION

Fashion for the longest time has focussed on promoting and producing small or regular sizes

and excluding a vast majority of public who is curvy. This exclusion has caused many people

to feel out of place. So, it only seemed fair to focus on ensuring that curvy women don’t feel

left out and ignored. All women, regardless of their shape or size, deserve to feel special and

loved especially from the fashion industry.

Only a few new age brands/labels are realising the void here. None of the popular brands

are really focussing on curvy women. Hence, they are left with very few options when it

comes to fashion. People, regardless of their shape and size, should be able to indulge in

fashionable clothes and not have limited options due to lack of sizes.

We did not want to limit the silhouettes as well. We are offering curvy sizes in ethnic wear,

western wear, fusion and lounge wear. Why should these women not be spoilt for choices

and be restricted to limited cuts, silhouettes, shapes and prints? Extensive research goes

into our styles. You will find a person who wears a 6XL look as ravishing as a person who is

wearing the same style in an XS size. All people deserve the ability to buy the clothes they

want and shouldn't be handed limited options due to a lack of sizes.

Another important aspect which is ignored by a lot of brands is how charging more for plus

size clothing can be demeaning and rude. It is an indirect way of making the person

conscious of their shape their body and the choice that they are about to make.

Just like sustainability and conscious fashion have become terms that every brand,

(regardless of their practices) wants to associate with, just to gain market share, some of the

brands boast about launching a plus size collection in smallest sizes, say 2XL. This is another

unfair and a rather patronizing practice. We on the other hand are fully invested in this. We

are offering sizes till 6XL and with our next launch we will start offering sizes till 8XL.

We have been talking about body shaming for years now. It is important to notice that

media and fashion are very closely linked. When a particular group of people aren't

epitomized equally, it makes them wonder about their mere essence in the society they live

in or group they interact with. With our curve line we are taking the necessary steps to work

against this school of thought.

It is important to work on the representation of curvy women. Past few years have seen

movements towards body positivity and acceptance. This influence can be seen to be

gaining popularity amongst mainstream culture as well. Brands are focussing on bringing on

board popular curvy women. In 2020, for the first time, Jill Kortleve, became the first plus

size model to walk the ramp for Chanel in over a decade. It was also the first for Lanvin to

have a plus size model on the runway. You have women like Ashley Graham on the runway

for not only fashionable clothes but also swimwear and lingerie. Similarly in India, women

like Sakshi Sindwani are pioneering the cause for curvy women in the glamour world. She

has also been the face of Nykd by Nykaa, lingerie campaign. They are solid references of the

revolution in the fashion industry that inclusive sizing has arrived.

Fashion for curvy women doesn’t have to revolve around minimalism. It has always been

about limitation when it comes to silhouettes, colours, prints and patterns. We want to get

rid of such archaic mindsets. They no longer should be hiding their bodies behind loosely cut

garments. By doing extensive research we are bringing forward means to provide hope and

joy to our customers. They should feel sexy and fashionable. We want them to flaunt

asymmetric styles, florals and stripes, ethnic as well as fusion wear. Why shouldn’t curvy

women have access to such simple joys of shopping styles of their choice, colours and prints

without an iota of doubt running by their mind.