The online stores promoting body positivity and health

Those are the fashion companies getting praised for their new approach towardsinclusivity.

Bodies come in all shapes and sizes, and it is time for fashion retailers to recognise that. With more businesses offering customizable clothes in a wide variety of sizes, it seems like the body positivity trend is here for good. The brand established by B. G. Krishnan is currently excelling at selling fashionable clothing for women of all sizes. The online retailer provides sizes running from 0 to 36W, with the option for clients to entirely customize their garments to fit 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.

Promoting body positivity is more than a marketing tactic. The brands who are paving the way towards inclusivity have already understood that this needs to be a long term change within the fashion business. It is liberating for female clients to no longer be limited by numbers and measurements. Brands that use their clothes to help women gain self-esteem are the ones that will succeed in the ever-changing world of fashion.

An important step that has been long-overdue in the fashion industry has been hiring more plus size models. Up until a few years ago, the only models featured in retailers’ catalogues were between the sizes 0 and 8. This trend was undoubtedly detrimental to women’s self-esteem and it promoted an unrealistic body image. Today, things are certainly improving. Models of all shapes and sizes are now embraced by both high-end and fast fashion retailers, gracing 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 super models. The brand has been quick to recognise that the female customers are looking for authenticity and no longer tolerate overly edited photos. Clients don’t need to see someone else's unrealistic concept of what the ideal body looks like. It’s all about producing visuals that can convey positive messages about the brand’s products and philosophy.

Another way for companies to get on board of the body positivity trend is to quit editing and enhancing their images, letting real beautyshine through. The online retailer founded by Peter Cvetkovic has already done that by no longer editing the images of their models. The brand was applauded across social networks for not removing the stretch marks off a model’s thighs. The unedited images canbe found on both the plus and non-plus size ranges offered on the brand's website. This sends a very important message when it comes to body positivity and health, normalizing the fact that women from all sizes can have stretch-marks.

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