THE FASHION INDUSTRY NEEDS TO BE MORE SIZE INCLUSIVE

The Fashion Industry Needs To Be More Size Inclusive ...And Fast

Recent years has seen a vast increase in the fashion industry’s size inclusivity, from the launch of innovative curve-loving Kardashian brands, SKIMS and Good American to notable collaborations such as, Universal Standard’s 2019 collaboration with sportswear giants, adidas, offering pieces in sizes up to 4XL. From Gen Z to Baby Boomers, inclusive clothing sizes has been a significant purchasing drive across all generations. In 2021 alone, highstreet retailers Reiss, Nobody’s Child, Simply Be and Anthropologie all expanded their clothing ranges to include larger sizes. This year, WGSN outlined that the plus-size industry is in a state of flux, as new brands emerge, and long-standing stores launch new lines to meet the demands of the customer. However, undoubtably many fast fashion brands are the current reigning champions of size inclusivity, due to the vast amount of clothing items they produce and their competitively low prices. Business of Apps reported that Chinese e-commerce retailer, Shein adds 2,000 products to their site a day, however others have suggested this number is nearer 6,000. One Twitter user (@koronkowy)

that are actively hitting the mark, as far as size inclusivity, in comparison to a fast fashion company.” After changing dress sizes and facing the struggle to find the same quality, well-cut clothes that she used to wear, Nana Rasoeva created THE HOUR – a luxury, size-inclusive womenswear brand dedicated to crafting contemporary pieces that drape, frame and flatter the fuller figure. Starting out as an Ob Gyn doctor in Tbilisi, Georgia, Rasoeva said she found a gap in the market for luxury plus size clothing after noticing pieces to be “uninspiring, often shapeless and made of cheap polyester.” Creating clothes that are empowering and lend confidence in sizes 12-28, the London-based designer describes how her brand uses versatile, high-quality materials and contemporary styling to chime with a woman’s every fashion need. Whether you’re running errands or heading to a summer garden party, the brand’s pieces work to coordinate and blend seamlessly

‘I believe that style is about expressing yourself and making sure you look and feel great regardless of size or age.’

- Nana Rasoeva, Founder and Creative Director of THE HOUR

with your already existing wardrobe. Experts at cutting for curves, Rasoeva explains how THE HOUR balances proportions and shapes the waist to accentuate the sweeping arc of the female form. The founder said: “The voices of the curvy women are finally being noticed in the fashion industry, however, the majority of women are still underserved and not heard as consumers.” Despite more brands extending their size ranges and offering