Inclusive sizing is the new black- changing trends in the future of the fashion industry

April 13, 2020

Inclusive sizing is the new black- changing trends in the future of the fashion industry

The customer is now the fashion activist. The size 4 fashion monologue has become a genuine size-inclusive dialogue, with millions of women around the world echoing their support through comments, likes, and shares. And major fashion brands are finding it much harder to ignore. 

The first curvy model sashayed her way down a catwalk in the 1970s, and since then the world of fashion has oh-so-slowly and very grudgingly started to shift.

By the 90s we were seeing a clear stereotype, in which larger ladies were able to buy some clothes in their size, but only if they wanted big and boxy. And they were OK with shopping in a completely different section.

Even when brands actually offered larger sizes, they often stuck to dark colours and shapeless fits with caftans and muumuus everywhere. Nothing sexy to be seen. The message was clear—they were here to cover you; not let you celebrate yourself.

That was 30 years ago, and women above a size 14 or so STILL struggle to find quality, fashionable, sexy clothing. These ladies represent more than half of shoppers, so why are they/we being ignored?

Some people in the fashion industry believe the problem runs deeper—women above a certain size aren’t being hired to work in influencer positions in high-fashion, and without representation, it’s easier to stick with what they’ve always done.

How social media has pushed inclusive sizing

The good news is that we’re finally starting to see a big shift. Social media has wholly transformed the world of fashion, offering a voice and visibility to those very women the fashion world has previously ignored.

Because when designers don’t actually work directly with women who represent every size, they don’t know what they need and want. Period.

With influencers of every size now able to open an Instagram account and shout it out loud, it’s much tougher to put them in a (dark and oversized) box.

We’re seeing gorgeous, curvy ladies celebrating their bodies in mini skirts and bikinis, and the fashion world is waking up and realising the market not only exists, it’s booming. (And I’m proud to be one of them!)

We are finally seeing pictures of women over a size 16/18 dressing the same way a size six-woman dresses, and they look fabulous.

Mainstream labels are answering the call

The rise of influencers like my faves Ashley Graham (@ashleygraham), Ariella Nyssa (@ariellanyssa), Annaliese Gann (@annaliesegann) and Stefania Ferrario (@stefania_model) are speaking to a more diverse audience, and brands all over the world are waking up to these calls for more representation.

Designer Christian Siriano, whose killer gowns sell for 4 figures, is one of those leading the size-inclusive charge. He has called out other fashion houses, saying inclusive sizing is harder, but ‘not that hard.’

He is one of many designers committed to changing the future of fashion sizing from the top down. As more and more household names embrace the call, it’s obvious that inclusive sizing isn’t a frill; it’s a necessity.

So what’s the hold-up?

Embracing actual inclusive sizing is not without its challenges (we know them all first-hand!), but it is fully possible.

Brands will have to invest in additional designing, manufacturing, customer research, and more. There will be additional costs for changing inventory, reorganising shops, and marketing.

But all this will be rewarded by the customers who are finally getting what they’ve been wanting for so long.

If I can do it as a new mum who was just frustrated that I couldn’t find good undies in my size, then they can do it.

We are so proud of our size-inclusive underwear range at ELC, and we are working hard behind the scenes to extend our sizing even further very soon. It’s amazing to see big players in the fashion industry finally getting on board with it too.

One day we will all be able to walk into any shop and get the same clothes off the same racks.

Inclusivity is fashion’s future in fashion, and brands that don’t get on board may not be around in the long term.

Join the discussion on our socials!




Also in Blog

Brief Talk Episode 12,  What is “plus size clothing”?
Brief Talk Episode 12, What is “plus size clothing”?

January 21, 2022

This question we have heard asked numerous times, so first I want to clarify something. Plus size is a fashion industry term that relates to the size of clothing that specifically refers to anyone wearing a size 12 and above.

Read More

Brief Talk Episode 11, What is the best pregnancy and postpartum underwear?
Brief Talk Episode 11, What is the best pregnancy and postpartum underwear?

January 10, 2022

Finding out I was pregnant was one of the most exciting times in my life. I will always remember the day.  We had decided a couple of months back to leave it in the universes hands to see what happened, and sure enough within 8 weeks I was pregnant, but at the time I was unaware.

Read More

Brief Talk Episode 10, our interview with Farak Mak - Part 2
Brief Talk Episode 10, our interview with Farak Mak - Part 2

December 17, 2021

As I said last week on our episode of Brief Talk, we've actually had to break down episode 10 into two parts. The incredible Farah Mak sat down with us. And if you haven't had a chance to watch part one of this episode yet, I do really suggest you go back and watch it, because it's truly incredible. I'm so grateful to have spent my morning with her and to be able to share this incredible conversation with you all. So part two, here you go.

Read More

Sizing

Trying to find the right underwear size can be difficult due to different companies making different sizes. To make things easier we have created a step by step guide to take the guess work out of the equation.

Below we have measuring instructions with images to assist you.  

Finding your size in our Underwear Range:

All you need to do is take a couple of simple measurements; your waist, your lower waist and your hips. The best way to do this is by using a soft measuring tape and a mirror to ensure you are accurate.  If possible stand in front of a mirror when taking your measurements to ensure that the measuring tape is also parallel to the floor and is flat.

Measurement 1: Your waist

Your waist is the natural in indentation above your hips or just below your rib cage (see image). Wrap the soft measuring tape around firmly without pitching your skin together – write this measurement down.

Measurement 2: Your Lower Waist

Your lower waist is approx. 12cm down from your waist.  Take your measuring tape and run this down from your waist to 12cm (see image). Wrap the soft measuring tape around this area firmly without pitching your skin together – write this measurement down.  

Measurement 3: Your hips

Now wrap the soft measuring tape around the fullest part of your hips, this is approximately 25cm below your waist (see image). Use the mirror to check that your measuring tape is completely straight and parallel to the floor – write this measurement down.

 

 

Finding your size in our Crop Top Bralette Range:

All you need to do is take a couple of simple measurements; your Full Bust and your Lower or under bust. The best way to do this is by using a soft measuring tape and a mirror to ensure you are accurate.

Measurement 1: Your Full Bust

Your Full Bust is the fullest part of your bust (see image). Ensure that the measuring tape is completely straight and parallel to the floor. Wrap the soft measuring tape around firmly without pitching your skin together – write this measurement down

Measurement 2: Your Lower or Under Bust

The Lower or Under bust is measured by wrapping the measuring tape around your rib cage directly under your bust (see image). Wrap the soft measuring tape around firmly without pitching your skin together – write this measurement down

 

ELC Size 8 10 12 14 16 18 20 22
Full Bust Measurements (cm) 81-87 87-93 93-99 99-105 106-114 115-123 124-130 131-137
Lower or Under Bust Measurement (cm) 61-67 67-73 73-79 80-86 87-39 94-100 100-106 107-113
Waist Measurement (cm) 75 80 85 90 95 100 110 115
Lower Waist Measurement (cm) 90 95 100 105 110 115 120 125
Hip Measurement (cm) 95 100 105 110 115 120 125 130
USA 4 to 6 6 to 8 8 to 10 10 to 12 12 to 14 14 to 16 16 to 18 18 to 20
UK 6 to 8 8 to 10 10 to 12 12 to 14 14 to 16 16 to 18 18 to 20 20 to 22
EUROPE 34 to 36 36 to 38 38 to 40 40 to 42 42 to 44 44 to 46 46 to 48 48 to 50

 

Sign up to our mailing list to receive exclusive offers, early release of new pieces and much more.