Customer Profile Age: 18 - 65 Size: UK8 - UK16 My potential customer can be any fashion conscious woman or girl who likes to be noticed by her style and taste in clothes. SHE likes oversized trend in clothes. Not only because it covers most parts of her body that she does not want to be exposed but mainly because she feels comfortable in them. SHE believes that oversized clothes does not mean- not sexy. She feels very feminine and at the same time very stylish. HER favourite fashion designers are Commes des Garcons, Junya Watanabe, Rick Owens, Yohji Yamamoto and Alexander Wang. SHE mainly picks clothes with a relaxed fit, creative fabric manipulations and with the use of sporty fabrics.
Design Strategy
Diversity for me is the way that everyone could possibly express themselves to the maximum without feeling nudged aside or pressured by the stereotypes. The concept of diversity comprehends acceptance and respect. This means everyone should try to be empathetic towards others, understanding that each individual is unique, and distinguishing our individual differences. It is the exploration of these differences in a positive, happy, and cherishing environment. Everyone is different and unique, so why not embrace yourself and show your own uniqueness through the language of fashion. The fashion industry and the whole world continue to put labels on everybody. I truly believe it is important to give support and protect diversity. Diversity is a very wide group of people from different ages, races, sizes and nationalities. The most precious and touchable to my heart is a “size group”. I hate putting labels on everybody but this is how I can describe this group of people. To my opinion these people need and want our help and support especially in a fashion industry. I want to give people security and emotional stability about themselves. I truly think that now is the moment for our generation to be true to yourself and our bodies. It does not matter what size you are wearing, it can be UK10 or UK22. I want to get the message across to everyone, that everybody is beautiful no matter their age, race or size. I think it is essential for the fashion industry to carry a message of style over size. This means that we could cater more for those who want to show and express themselves through style without having limitations in which size they are. To focus on creating designs which work in any size you make it, therefore including a wider range of individuals rather than a selected few. My “#Empowerallbodies” collection is inspired by various sportswear garments and fabrics, which will include various pieces for an everyday wear for anyone aged from 18 to 65, and body size UK 8 to UK16. The adjustable design features will be carefully integrated into garments in order to achieve maximum comfort for the wearer. I believe there should not be a separate label “plus size” and by eliminating the general stereotype we create a limitless industry without excluding anyone. Fashion is for everyone and I truly believe this.
Size acceptance is a must have in fashion. We should emrace visualy the diversity of the body.