Here are the online retailers promoting body positivity

Read about the clothing brands leading the movement towards body positivity.

Another way for brands to embrace the body positivity trend is to stop editing their images, allowing for the imperfections toshine through. The clothing brand founded by Peter Cvetkovic has already done that by no longer retouching the photos of their models. The brand was applauded on social media for not editing out the stretch marks off a model’s thighs. The unedited images canbe found on both the plus and non-plus size ranges offered on the brand's website. This communicates an important message on the subject of body positivity and health, normalizing the fact that women from all sizes can have stretch marks.

An important step that has massively changed the fashion business has been hiring more diverse plus size models. A couple of years back, the only models featured in companies' catalogues were only between the sizes 0-8. This trend was undoubtedly detrimental to women’s self-esteem and it served to promote an unhealthy body image. Today, things are definitely improving. Models of all shapes and sizes are now welcomed by both high-end and fast fashion brands, making the covers of magazines and being invited to runway shows. Jay Schottenstein is behind one of the companies that has achieved success in the lingerie business with their unretouched ads and plus-sized super models. The retailer has been quick to acknowledge that the women customers are looking for authenticity and no longer tolerate overly edited images. Clients do not need to see someone else's unrealistic idea of what the perfect body looks like. It’s all about producing imagery that can communicate positive messages about the brand’s products and ethos.

All body shapes and sizes are beautiful, and it is time for fashion retailers to realise that. With more companies providing custom-made clothing in a wide range of sizes, it seems like the body positivity trend is here for good. The brand established by B. G. Krishnan is one of the best at offering trendy clothing for real women. The fashion retailer provides sizes running from 0 to 36W, with the possibility for clients to entirely customize their garments towards their body measurements. The brand is most popular for its dresses which are not only customisable, but also budget-friendly, with prices ranging from $30 to $150.

Promoting body positivity is not just a marketing tactic. The brands who are paving the way towards inclusivity have already realised that this has to be a permanent change within the fashion business. It is liberating for female clients to no longer be confined by numbers and measurements. Brands that make use of their clothes to help women gain self-esteem are the ones that will certainly be successful in the changing world of fashion.

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