Fashion world is waking up to the concept of inclusivity and switching gears to address the need of diverse consumer segments, many of which remained ignored for a long time. Fashion inclusivity can be defined as the practice of representing a wide range of people in the fashion world, including those with different body types, races, abilities, gender identities and ages. Fashion inclusivity’s goal is to make everyone feel included and ensure none is left out of the realms of fashion. With its all-inclusive approach, inclusive fashion aims to bring about a positive impact in society as well. By encouraging acceptance of all types of bodies, it works to minimise body image problems and promote a healthy relationship with one’s body. Further, by making fashion accessible to a broader audience, it helps in building stronger connections with the target audience, as well as foster brand loyalty.

With diversity and inclusivity becoming buzzwords, a visible shift has been observed in the fashion industry in recent years. While diversity encompasses age, skin tone, ethnicity, sexual orientation, and body size, the inclusivity requires thoughtful consideration of fabrics, styles, and silhouettes for this diversity. Thus, inclusive fashion is when a garment is designed to be useful to everybody, irrespective of their identity, gender and body type.

Consumer Shift
Consumers are making their intentions very clear for inclusive fashion. They are more conscious and vocal about their expectations from the fashion brands. A 2022 research by Mintel revealed that 41 per cent of Gen Z consumers favour brands that represent their identity. In another study of UK consumers, majority of respondents agreed that fashion should normalise all body types even those with disabilities. This is a significant view in a nation like the UK which identifies 22 per cent of its population as having some kind of disability. This finding became even more pronounced with 40 per cent of respondents confirming that they struggle to find items in their size. Many also complained that they could not relate themselves in advertised clothes because of the lack of diversity among the models. As proved by the research findings too, today’s shoppers seek authenticity and are more than glad to support companies and brands that align with their values, forcing many brands to re-evaluate their practices and prioritise inclusivity to stay relevant and competitive. Consequently, more brands are embracing diversity in their marketing, product lines and company culture.

Identity Inclusivity
It all begins with filling the gender gap by introducing gender inclusivity in fashion. So far, fashion was seen as a gender split between menswear and womenswear but over the past few years, the fashionistas have started increasingly challenging this binary approach. Today, they are opting for gender-neutral or unisex collections to blur separating lines between traditionally masculine and feminine aesthetics. Through them, the designers are able to create fashion that appeals to people of all genders. Brands like Telfra and Phluid Project offer inclusive designs that defy stereotypes and celebrate individuality.

Also, more transgender and non-binary models are now gracing runways and ad campaigns. Although their current representation seems more like tokenism rather than full integration, their visibility and presence have sparked meaningful conversations about gender identity and inclusivity in fashion.

By making fashion more diverse and inclusive, designers and brands are showing that they understand the people around them. Their intent is to be true representatives of the people who wear their clothing. From breaking down the reductive nature of binary divisions to offering gender[1]inclusive accessories and marketing, fashion designers and brands are challenging traditional norms and celebrating individuality.

As a usual practice, most runways do not feature models with disabilities hence designers also did not feel the need to prioritise it. Since it was not prioritised, the representation of people with disabilities remained minimal. This resulted in a lack of awareness and innovation in creating accessible and stylish fashion for such people. But now things are changing fast. The underrepresented groups are raising their voice through social media platforms such as Instagram and Tik Tok, which allow them to share their stories and demand change. They are well supported by influencers and activists who use these platforms to hold brands accountable and push them for greater diversity and representation in fashion. Campaigns like #runwayforall and #wearefashion have gained traction in this context. This has pushed identity inclusivity in fashion which represents embracing and celebrating diversity, individuality, and a range of identities, regardless of size, ethnicity, gender, or other characteristics.

Body Positivity
Since long the fashion industry has been promoting unrealistic beauty standards. While doing so, it has either ignored or excluded those whose bodies do not conform to narrow and most often the unhealthy ideals. This has prompted a new dimension to fashion inclusivity in the form of a movement towards size diversity and body positivity. This is now evident when designers are embracing diversity in all forms, offering clothing in a wide range of sizes thereby celebrating bodies of all shapes and sizes. This movement is reflected in brands like Chromat and Savage x Fenty which now feature, as a practice, models of a diverse range sizes, races and genders in the campaigns and runway shows. Challenging the impractical beauty standards that have dictated the fashion world so far, the body positivity movement has gained significant momentum in recent times. Although many brands consider sizes up to 3X as inclusive, a significant portion of the market still gets excluded.

In fashion, size does matter. With size inclusivity being in demand, the brands are championing for body positivity which has a range of origins and cultural roots dating back to the fat acceptance movement of the 1960s. Inspired by the theme, brands are running their own campaigns. While doing so, some brands end up using body positivity as a marketing strategy and face criticism. However, this has not deterred people of all sizes being able to see themselves represented in media through their favourite brands. At the same time, there are brands that have sincerely worked to bring the true essence of body positivity to their customers.

Unlike earlier times when only thin, skinny or normal body type models used to promote fashion, plus-size people are now more visible in media with body sizes changing over time. For example, a size 12’s waist has grown from 26 inches to 32 inches since the 1900s. The trend has made brands to see the value in catering to plus-size customers. Rightly so, retailers like Nordstrom and Target are adding more sizes and are no more hiding plus-size clothes in their stores.

The plus-size market, valued at $288 billion in 2023, is expected to grow to $501.35 billion in the next ten years. In this market, women’s plus-size clothing is growing faster, at 7.50 per cent. This growth matches an increase in female obesity rates. According to an estimate, two-thirds of US women wear a range of sizes, with one-third being plus-size. Research shows that most American women wear sizes 16 to 18. This indicates that the market’s common sizes—00 to 8—do not fit the majority of women well. This mismatch shows big chances for growth in plus[1]size segments of fashion. In the US alone, spending on items like sweaters and shirts was about $113.59 per person in 2020, and for all plus-size women’s clothes, sales hit about $24.5 billion that year – a close to 20 per cent of all women’s and girls’ clothing sales, of $133.58 billion.

On the other hand, despite men accounting for half of the global revenue of plus-size market in 2023 and the growing trend towards inclusivity in fashion, the men’s plus-size market is often overlooked. Data on plus-size men’s fashion is also hard to find. This is intriguing given the large number of plus-size men wanting stylish and comfortable clothes.

In sub-category terms, casual wear is ahead with a 4.8 per cent growth rate expected by 2033, representing a trend that shows a move towards comfort and acceptance. Smart clothing is getting popular too, and is expected to grow at a rate of 26.2 per cent. This signals a demand for quality, innovative materials for plus-size clothes.

The global plus-size market is set to grow a lot with many brands adding larger sizes. More plus-size clothes are being sold because of their presence in ads and magazines. Since plus-size clothes often cost about 6 per cent more, the plus-size clothes that are affordable are becoming more popular.

For plus-size shoppers, sustainable and fast-fashion brands do serve as alternatives but even they come with some limitations. Since plus sizing can be subjective varying significantly from brand to brand, it can be a huge financial risk for the brands to venture into not-so-common sizes. Sustainable fabrics often lack the necessary stretch and durability for plus-size bodies, which need more ease of movement and greater accommodation for higher friction points. This creates a situation where plus-size consumers end up having limited options.

FASHION INCLUSIVE BRANDS

Brand

Description

Allihala

Founded by Alli Ditson, the label is a one-woman operation based in Portland, Oregon, that specialises in custom sizing and creation; it offers beautifully designed biker shorts, lingerie sets, and one-of-a-kind accessories like statement-making masks and bucket hats; most items are made to order, making the options wide open

Big Bud Press

Los Angeles-based clothing label Big Bud Press, founded by Lacey Micallef and Philip Seastrom, sources its fabric ethically and manufactures locally, with inclusive sizing (XXS-6XL) for all bodies; the brand’s website stars a diverse cast of models with information about each product

Christian Omeshum

A black woman-owned brand founded and designed by A’Shontay Hubbard, who started her venture after she noticed a lack of options for tall, fuller-figured women; On its site, one can shop for luxe resort wear and breath-taking looks for evenings out, as well as well-constructed casual separates; the brand comes in sizes 12-32

Chromat

Chromat treats clothing like architecture, and builds towards size-inclusive, sustainable swimwear for people of many sizes, genders and abilities, and even include them in their marketing and on the runways; the brand – founded in 2010 by an architect and former lifeguard Becca McCharen-Tran, features transgender models, models wearing prosthetics, and other people with bodies that do not get as much time in the spotlight as they should

Girlfriend Collective

The brand recognises body positivity of BIPOC (Black, Indigenous, and people of colour), LGBTQ+, disabled, chronically ill and other marginalised bodies; features inclusive models that break the boundaries of what is considered acceptable beauty, including women with body hair; the US-based brand, having its products made in several countries, champions inclusive sizing and provides clothing ranges from XXS to 6XL

Good American

Good American debuted in a UK size 2-28 range in 2016; one can access a plethora of jean designs in almost all sizes; the brand now offers shoes at all widths, as well as swim and lounge wear; uses 90 per cent sustainable denim fabrics and eco-friendly packaging; 100 per cent size inclusive with every model from XS to 4XL size

Knix

A woman-founded business, Canadian Knix uses inclusive language on its site, which is as much about body positivity as it is about making clothes with inclusive sizing – it does not market its period underwear to women but to the “people with periods”; it has created the Life After Birth project, partnering with Black Women’s Health Imperative to form NOURISH – a programme that trains postpartum doulas to provide its services to Black birthing families, reducing maternal mortality

Loud Bodies

Patricia Luiza Blaj founded Loud Bodies; sizes range from XXS-10XL; additionally, people with petite, tall, or atypical bodies can contact the team at Loud Bodies for custom orders free of charge; most items are made-to-order with only sustainable materials and shipped in plastic-free packaging

Madewell

The brand carries most styles in both straight and plus sizes up to a size 28 or 6X and makes fantastic fitting plus-size jeans

Mara Hoffman

The colourful collections designed by Mara Hoffman celebrate the intricate lives and bodies of women; the brand is also a champion of social and racial justice; originally made a name for itself with tribal-inspired prints, today the brand offers extended sizing, with pants available in sizes 00-20 and tops and dresses available in sizes XXS-3X

Nooworks

A woman-owned and run business from California, Nooworks offers limited-edition fashions in all different cuts and styles designed to celebrate all body types; the brand makes clothes up to size 5XL; to ensure inclusivity in its products, the brand works with queer and trans-owned designers and artists like Ash and Chess who designed Nooworks’ Pride month pattern ‘Better Days’

Parade

Founded by Cami Téllez and Jack DeFuria in 2019, the sustainable brand believes that size inclusivity is just not a unique or admirable quality rather it is an expectation; the brand involves plus-sized people in product development to ensure that their underwear fits bodies of all shapes and sizes without pinching or digging in; brand donates 1 per cent of its profits to Planned Parenthood to help more people care for their bodies and access inclusive sex education

Plus BKLYN

The New York city’s only plus size boutique that sells new, vintage and resale fashions, carrying sizes up to 32; founded by Alexis Krase in 2016, the brand aims to make larger sizes more accessible and affordable through its physical store that allows plus-sizes people to have a better shopping experience and try clothes in-store

Reformation

Los Angeles-based Reformation, after producing denim line with a large variety of sizes, has extended its sizes from 14 to 24 and 1X-3X

Sinéad O’Dwyer

Part of the latest crop of London-based new gen fashion designers, Sinéad O’Dwyer’s runways feature people who use wheelchairs on the catwalk; the brand is a masterclass in size inclusivity, where sizes 6-30 are celebrated; the Dublin-born designer is known for her flattering, figure-hugging designs and her superb use of tailoring

Summersalt

A women’s clothing and swimwear brand from St. Louis, Missouri, Summersalt has a philosophy that centres around fit and comfort; the brand, co-founded by Lori Coulter and Reshma Chattaram Chamberlin, has clothes meant for a full spectrum of bodies; its 2021 swimwear campaign featured plus-size, disabled, post-partum, and senior models, as well as plus-size BIPOC women as against usual practice of showing only white models; representation also included LGBTQ+ people, models with chronic illness, body liberation activists, and entrepreneurs, showing that body positivity transcends body shape and size

Thinx

New-York-based Thinx advocates for menstrual equality around the world, for which it works with partners like Girls Inc. and Alliance of Border Collaboratives to bring menstrual and incontinence products to people who need them; uses inclusive language, like “people with periods” to identify trans and non-binary people who menstruate, to ward off the stigma attached with a natural body process called periods; the brand aims to take some of discomforts away from the people of any gender buying period products; its new programme ‘EveryBody’ also promotes inclusive education about sex and reproductive health

TomboyX

Was founded in the US by Fran Dunaway and Naomi Gonzalez when they could not find gender-affirming underwear for themselves; brand’s clothing empowers many transgender and non-binary people to express their identities; TomboyX offers a range of sizes up to 6XL to help as many people as possible feel comfortable in their bodies

Universal Standard

Offers exclusive clothing and materials with inclusive sizing, advocates for size equality and diversity by selling sizes 00 through 40; based in New York, it is also reinventing how sizing works, its ‘medium’ size being 18, which reflects a more accurate representation of what the average woman wears; it runs ‘Fit Liberty’ programme which lets customers buy for their current size and provisions for shipping them the same garment in the new size, if their size changes – the idea is to reduce body anxiety induced by body changes

Yogamatters

A UK-based Yoga apparel brand which focuses on making Yoga inclusive for all cultures and body types, and portrays an imagery of healthy living and body positivity; the women models that Yogamatters selects are strong, confident and completely happy in their own skin – something that the women of all shades, shapes and sizes aspire to be when wearing yoga clothes


Changing Trends
Fashion-inclusive products need to be marketed accordingly too. This is why brands are rethinking their marketing strategies also to be more inclusive. To realise the objective, brands are featuring models of more fluid or non-binary genders, races, ages and body types, in their advertising campaigns and on online channels. By showcasing a wide range of identities and experiences, brands such as ASOS and H&M are sending a powerful message of acceptance and celebration of diversity. These brands are known for their inclusive marketing campaigns which stress upon highlighting the beauty and diversity of their customers.

If clothing can be gender-inclusive, why should accessories be left behind, especially when they have long been a staple in fashion design? From handbags to jewellery to footwear, accessories have now evolved into pieces that can be worn by anyone, regardless of gender identity. Brands like Wildfang are setting a precedent in this regard. These accessories brands are rethinking traditional styles and silhouettes to make them more inclusive, offering a wider range of sizes and colours to cater to diverse preferences.

Leveraging Technology
Those brands which have chosen to stay relevant through essential elements of inclusivity and diversity, have started including diverse perspective on their teams and creating marketing campaigns that reflect representation of everyone. By doing so, they are able to create a more positive and inclusive industry that celebrates all people and promotes self-expression and self-confidence. They are adopting virtual tools for dressing, try-on, photography and size recommendation to deliver what their customers expect from them. Through virtual dressing, customers are made to feel comfortable with their appearance and have access to products that fit their body shape best, thereby promoting inclusion and diversity in more practical manner. Similarly, virtual try-on solutions allow customers to create personalised avatars or mannequins that accurately reflect their body shape while trying on products of their choice virtually. Even before customers can try the products virtually, virtual photography helps the fashion brands in attracting them. They are able to create marketing campaigns using virtual models of different ethnicities, genders and body types to represent everyone. In addition to promoting inclusivity and diversity, virtual photography also creates a strong brand identity that resonates with a broader range of customers. Then there are size recommendation tools that allow users to know their actual measurements and enable retailers to understand their customers’ appearance. By segmenting the body type, the brands can then offer personalised products. The involved technology explores body shape of any fit, size or curve, and recommend the products which perfectly fit that body, giving them a sense of presentation and acceptance.

Economic Perspective
Inclusivity in fashion is not just a moral imperative but has a strong economic side to it as well. The brands and designers who prioritise diversity and inclusivity are able to garner a much broader customer base, thereby increasing their sales and inculcating a stronger brand loyalty too. To cater to wider customer base, they need to offer a wider range of sizes, styles and representations. As a smart business strategy, this helps them to connect with a more diverse audience and create a sense of belonging with them. It further necessitates a systematic shift in how the industry operates. The brands are required to commit to ongoing education, training and policy changes to foster a truly inclusive environment. This also includes diversifying leadership teams, creating safe spaces for marginalised voices and implementing equitable hiring practices. They tend to listen to the feedback and, through it, continuously improve their efforts towards inclusivity.