Insight

Size dilemma in the fashion world

Luftkuss Atelier

The fact that most brands produce clothes for a certain body type causes the majority of them not to find suitable clothes. It is disappointing that the clothes that are seen and liked on the models do not look the same on the consumer. However, the body measurements of the models are quite different from the majority of the society. According to the United Kingdom Model Association, the ideal size to be a model is 34, while the ideal height should be between 173-180 cm. According to the research of the NPD Group, the average size of a woman living in America is 44 and above, while the average size is 44 in the UK. So why are clothes still made according to model measurements?

In the 1940s, when the production of tailored clothing was switched to ready-made clothing, manufacturers switched to standard size sizes in order to speed up production and make it cheaper. In a way, the society was classified with standard body measurements: In the society that was divided into groups such as “Small wearers” and “Medium wearers”, the obsession with weight and appearance of those who were not satisfied with their group began. Together with the clothes we bought from the stores, our bodies were forced to fit into the standard body sizes created by generalization. Even when our clothes were not on us, young women began to believe that there was something wrong with their bodies.

One of the most important factors that determine how our clothes will look on us is the pattern. When we wear a garment whose pattern is suitable for us, the garment fits our body and beautifies it. This situation, which contributes greatly to our self-confidence, is reversed when we wear something with a pattern that does not suit us. 56 percent of those who participated in the survey conducted by Grazia magazine with 300 women stated that when they could not find clothes suitable for their size, it affected their self-confidence. This is exactly why brands need to stop making molded garments that fit just one body shape.

Plus-size women, who think that most brands do not represent themselves, complained about the difficulty of finding clothes that fit their body size and made their voices heard. In recent years, we have witnessed an increase in large size, that is, XXL size and above clothing, with the action of brands that could not resist the demand of such a large segment. Both the brands that focus on plus size clothing and those who already add plus size to their collections have increased.

In addition, the “Mid-size” trend, which appeared on TikTok last year, made a segment that is often ignored in the fashion world visible. While the models we are accustomed to seeing in fashion magazines wear sizes at the ends of the size scale, such as x-small and small, plus-size models wear XXL and above sizes, skipping a large part in between. Mid-size covers exactly this part.

However, this did not eliminate the problem of classifying women according to body sizes, on the contrary, it separated them into “standard size”, “intermediate size” and “large size” and widened the gap.

The solution is inclusive clothing. Inclusive clothing, which means clothes for everyone, regardless of standard, intermediate or large size, is an increasingly popular trend.

For many years, ignoring many different body types and only making clothes suitable for idealized body sizes made the majority feel like a minority. But now that is changing. Inclusive sizing emerged as a trend that united all women who were initially grouped as large size and later as intermediate size. This trend, which has emerged so that everyone can find suitable clothes and feel confident, promises hope for a more inclusive world.

Insprad Creative Agency

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