this online fashion brand takes body-positivity seriously
Online clothing store, co-founded by 33-year-
Olds Tanvi Malik and Shivani Poddar carry out a digital campaign called FabFitsAll with the aim of having a conversation around the bodypositivity.
After the second run in January, they noticed the clothing under the curvebrand for so-called plus-
The scale has soared from about 4% of its total network sales to 9%.
In a market where the diversity and quality of a design has always tended to \"regular\" sizes, FabAlley caused a stir.
The event was a success, especially on Instagram, their main social networking site --
Media platform, also saw two
As the activities took place, the following number doubled.
Now, in the third iteration of FabFitsAll, the brand has extended the summer series to the maximum size of their inventory (From XS to XXXL)
Thus the larger clothing size into the mainstream.
The retail market is ready for this inclusion.
In terms of the background, the Indian government is currently sorting out the data to develop an \"Indian size\" which will take into account the human body measurement structure that we have different from other geographical locations.
Malik spoke about this prominent issue and how they continue to ensure inclusion through their designs.
What\'s new about this campaign?
FabAlley has always been an umbrella that supports umbrellas of all sizes.
But the first time we did the campaign, we still divided the dimensions between the two brands of curve and FabAlley.
We did the same for the second time.
In addition, we have held a meeting with active activists and influencers to talk to them, create dialogue and work to ensure that the right principles are accepted and positive for the new generation of women.
This time, we expanded FabAlley itself to fit in a variety of sizes.
We designed and filmed every part of this [
Summer in the city
Capsules for all women.
Even in appearance
We put the books together.
The concept is that two friends, while enjoying each other\'s company, look very different from each other.
This is a more comprehensive blow.
We were pushing this spirit a few times ago.
But this time, at a deeper level, we will have two [size divides].
Being sensitive to buyers is one thing, but how do you make sure your designer works with this idea?
Our design team
Most of them are graduates of ngift.
In this sense, it is itself a representation of all body shapes and sizes.
This is clearly not the basis for hiring, but we make sure that all of our work is personal and that we only design what we wear or subscribe to ourselves.
Secondly, in terms of design sensitivity, if you go through our website, you will find that our skirt is a little longer, and we have sleeves, not just a strap or a sledge costume.
The whole premise is that we are people of all body types.
Women of all sizes should feel comfortable and confident.
Considering that you are picky about the brand\'s ideology, what is the basis of your collaboration with influencers?
About 75 bloggers work with us on a regular basis.
We\'re almost 30-
There are 40 collaboration requests per day.
But if they are not storytellers who embody similar values, and if they are talking about eating and losing weight, it goes against the positive spirit of the body, we will not work with them. The 25-
30 people working with us [
Even if brand content is not handled, it represents the same values.
They often show their journey of physical enthusiasm on Instagram through videos and posts, talking about how they embody this spirit.
In this sense, their content is more collaborative with our content.
How do you plan to follow up on this activity?
These 50 styles, shooting, images, blogs
This is only the first step.
In the next 3 to 4 months, we will be putting in 200 more products.
We will also continue to work with real women, who are ambassadors for this cause.
At the moment, we talk to some of the prominent people in the digital media and performing arts who are very vocal about the reasons for their physical enthusiasm.