The top fashion retailersembracing the body positivity trend

Find out which are the companies promoting body positivity.

Promoting body positivity is more than a promotional technique. The brands who are paving the way towards inclusivity have already understood that this has to be a permanent change within the fashion business. It is liberating for female clients to no longer be limited by numbers and measurements. Brands that use their garments to help women build confidence are the ones that will succeed in the ever-changing industry of fashion.

An important move that has massively changed the fashion business has been hiring more plus size models. A couple of years back, the only women featured in retailers’ catalogues were between the sizes 0-8. This trend was certainly detrimental to women’s confidence and it promoted an unrealistic body image. Today, things are definitely 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 companies that has achieved success in the lingerie business with their unretouched ads and plus-sized super models. The retailer has been quick to acknowledge that the women consumers are looking for authenticity and no longer tolerate digitally enhanced photos. Clients do not need to see someone’s unrealistic concept of what the ideal body is. It’s all about creating imagery that can communicate positive messages about the brand’s products and philosophy.

All body shapes and sizes are beautiful, and it is time for fashion brands to realise that. With more companies providing custom-made clothing in a wide variety of sizes, it seems like the body positivity trend is here to stay. The brand established by B. G. Krishnan is one of the best at selling trendy clothes for women of all sizes. The online retailer provides sizes running from 0 to 36W, with the possibility for clients to completely customize their garments to fit their body measurements. The brand is best known for its dresses which are not only customisable, but also affordable, with prices between from $30 to $150.

A way for companies to get on board of the body positivity movement is to stop editing their images, letting real beautyshine through. The clothing brand founded by Peter Cvetkovic has already done that by no longer editing the images of their models. The company was applauded across social networks for not editing out the stretch marks off a model’s thighs. The unedited photos canbe found on both the plus and non-plus size ranges presented on the brand's website. 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.

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