Using Fashion to Rethink Beauty

Fashion has long been seen as an exclusive business, with periodicals full of Photoshopped photos, runways dominated by slim models, and shops carrying a small selection of sizes. However, the story has started to change in the last ten years. Once a grassroots movement spearheaded by underrepresented voices, the body positivity movement is now altering social norms of beauty and impacting mainstream fashion.

Body positivity in fashion is more than simply a fad in today’s changing cultural environment; it’s a movement. It challenges outmoded conventions and promotes diversity by promoting inclusion, self-love, and the enjoyment of various body forms. The development of body positivity in fashion, its effects on models, companies, and customers, as well as how the sector is changing to better serve all people—regardless of size or shape—will all be covered in this article.

The Body Positivity Movement’s History

People with bigger bodies were excluded and discriminated against, which sparked the body positivity movement. It has evolved over decades to become more tolerant of various body types, including individuals who are small, tall, handicapped, LGBTQ+, or have obvious disabilities. Its origins are in the fat acceptance campaign of the 1960s.

The movement aims to:

Contest the ideals of beauty that the media and fashion have established.

Encourage acceptance and love for oneself at all sizes.

Draw attention to the lack of representation in apparel and advertising.

Encourage underprivileged groups to take back their identity.

The fashion industry was compelled to face its part in sustaining negative preconceptions as the discussion gained popularity online, especially on sites like YouTube, Instagram, and TikTok.

The Issue: Size Discrimination in Fashion’s Past

Fashion designers have always focused their designs on a fairly limited idea of beauty, often using tall, slender, white, and physically fit models. There were actual repercussions from this lack of diversity:

Despite the fact that the typical woman is a size 16–18, big manufacturers disregarded plus-size clients for years by only producing apparel in sizes 12 or 14.

Unrealistic standards were perpetuated by the media: Photoshopped pictures produced unachievable standards that harmed people’s self-esteem, particularly in youth.

Discrimination in the fashion industry: Designers, stylists, and models who didn’t fit the template were ignored or marginalized.

One-size-fits-all designs: Poor fit and discomfort resulted from clothing that often neglected to take into consideration various body dimensions.

Millions of customers were turned off by these actions, which increased demand for respect, inclusion, and representation.

The Development of Fashion Brands That Are Inclusive
Brands have started to adapt to the growing demand from consumers for inclusion in recent years, seeing it as both a social obligation and a commercial opportunity. Body-positive fashion is now popular, significant, and lucrative; it is no longer a niche business.

Prominent Companies at the Front
Fenty Savage by Rihanna
Models of various shapes, sizes, nationalities, and gender identities are featured in Rihanna’s lingerie company, which is a pioneer in inclusive sizing and marketing.

American Eagle’s “Aerie”
Unretouched images of women with scars, stretch marks, and various body shapes are featured in their #AerieREAL campaign, which also offers expanded size up to XXL.

The Universal Standard
Offering clothing in sizes 00 to 40, this company is among the most size-inclusive in the world, demonstrating that high design can fit all body types.

Co-founded by Khloé Kardashian, Good American promotes inclusion and body diversity in sportswear, denim, and other products.

Plus-size and adapted apparel are becoming more widely available thanks to affordable fashion retailers like ASOS Curve and Target’s All In Motion.

These businesses are demonstrating that accepting diversity has positive social and economic effects.

Body-Positive Marketing: Important Representation

People’s perceptions of others and themselves are greatly influenced by representation. Seeing someone who resembles you in fashionable clothing increases self-esteem, dispels preconceptions, and creates a feeling of community.

Campaign Examples: Nike revolutionized retail representation with their plus-size mannequins in shops.

By showcasing unaltered, natural bodies, Dove’s Real Beauty campaign posed a challenge to the beauty industry.

The limited beauty standards promoted by Victoria’s Secret were explicitly addressed by Lane Bryant’s #ImNoAngel campaign.

Why It Works: Builds genuine relationships with customers.

promotes recurring business and brand loyalty.

conveys the idea that everyone has the right to feel fashionable and self-assured.

Plus-Size Models Are Revolutionizing the Sector
The popularity of plus-size and curvaceous models has been crucial in raising awareness of body diversity.

Well-known body-positive models include Ashley Graham, She broke prejudices and demonstrated that beauty is not limited by size while serving as a cover girl for Vogue and Sports Illustrated.

Paloma Elsesser is a runway darling who promotes intersectional representation for fashion houses like as Versace and Fendi.

Tess Holliday is a fearless supporter of fat acceptance and the creator of the #effyourbeautystandards campaign.

One of the first Black plus-size models to walk for luxury fashion labels was Precious Lee.

Their success serves as evidence that inclusive beauty inspires and sells.

Inclusive and Adaptive Design: Increasing the Dialogue

Size is not the only aspect of true body acceptance. People of all ages, identities, and abilities should be represented in fashion.

Adaptable Apparel
Companies such as Zappos Adaptive and Tommy Hilfiger Adaptive are producing fashionable but accessible apparel for those with impairments.

Life-changing features include sitting fit tailoring, magnetic fasteners, and easy-dress clothing.

Non-Binary and Gender-Inclusive Style
Binary fashion conventions are questioned by gender-fluid collections from companies like Phluid Project and Telfar.

People may now dress according to their identities rather than gender preconceptions because to fashion’s increased expressiveness.

The democratization of fashion and social media Platforms such as Instagram and TikTok have made fashion more accessible by providing room for influencers and producers of all body shapes. The conventional fashion industry’s narrative is challenged by these sites.

Change-Sparking Hashtags BodyPositivity

EffYourBeautyNorms

Everybody Is a Good Person

NormalizeBodiesNormal

Influencers to Follow: Nabela Noor, who promotes body confidence and self-love.

Remi Bader is well-known for her “realistic try-ons,” which stand out against the glossy photos of internet stores.

Callie Thorpe: Provides plus-size fashion, travel, and mental health information.

These influencers are changing the way that fashion is seen and consumed, demonstrating that style is not limited by size.

The Obstacles Still Present

Even with advancements, there are still obstacles in the way of the industry’s complete inclusivity.

Tokenism
While showcasing diversity for marketing purposes, some firms do not incorporate it into their internal organizational structure or whole product lines.

Stores don’t have extended sizes.
Plus-size consumers find it more difficult to trial before they purchase since many companies still do not sell their whole size range in physical locations.

Bias in Design Plus-size apparel often lacks the trendiness and attention to detail seen in conventional sizes.

Price Differences
Larger sizes often have higher prices, which leads to discussions about accessibility and justice.

How Customers Can Encourage Fashion That Promotes Body Positivity
Change is driven by the decisions you make as a customer. Here are some ways you may help the fashion industry become more inclusive:

Purchase Products That Encourage Inclusivity
Encourage businesses that regularly depict a range of body types in their marketing and advertising.

Increase Your Demand
When brands fail, speak up. Change may be influenced by your reviews or comments on social media.

Honor and Disseminate Representation
Distribute and spread information that honors physical variety and true beauty.

Steer clear of diet culture messages.
Avoid companies that use shame-based marketing or link fashion to weight reduction.

Adopt Your Personal Style
Regardless of what society deems “flattering,” wear what makes you feel good.

In conclusion, everyone can wear fashion.
The body positivity movement has been instrumental in the fashion industry’s gradual but significant shift toward inclusivity. Dressing to fit in is no longer important; instead, you should express who you are with confidence and without apology.

Instead of excluding, clothing should empower. Beauty is not a number, and style has no weight restrictions. We are getting closer to a day where all bodies are valued and everyone can find clothing that fits them not just physically but also emotionally and culturally as more companies, influencers, designers, and customers adopt these principles.