Big is beautiful! Fashion and cosmetics brands focus on quantitative content

Author: Yuvi October 7, 2022

 Big is beautiful!  Fashion and cosmetics brands focus on quantitative content


NEW DELHI: It used to be a very normal practice to watch TV or log on to social media only to notice svelte, svelte, attractive “social shunned” bodies on our screens. Since the 1980s, Indian audiences have been fed a poisoned ideal to desire by beauty culture. Fashion magazines and exhibitions have long promoted the “ideal” size and shape. On top of that, finding clothes from high-end brands that fit non-traditional body types and plus sizes can be very challenging.

In India, the standard of beauty is so high that practically no one can match it. A common narrative in advertisements, television shows, and brands is that thin people can have all the privileges that society accepts. , a successful career and healthy relationships, among others.

However, things gradually improved. The way organizations, media, and society represent different body sizes and shapes has undergone significant change over the past five years. The collective consciousness of consumers has begun to pressure clothing and cosmetics brands to cater to all body types and shapes. Women who focus primarily on the celebration of all body types and radical self-love can make a significant contribution to wider acceptance. This change can also be attributed to fashion brands. These companies, along with their advertising and product team, can change the mindset of the average person to a great extent. Plus-size fashion and lifestyle companies are expanding their size portfolio to accommodate larger body types. There is no denying the enormous opportunity that the inclusive size market offers. Beauty companies that take a comprehensive approach that includes scale can build a sizable base of loyal customers.

Also, the ability and power of social media to hold businesses accountable for their decisions has increased tremendously. As practically all brands are on social media, especially following the Covid-19 pandemic, customers can quickly reach out to them and get a direct connection with the brand and call them easily. A significant increase in the number of plus-size bloggers and influencers on social media is fueling a revolution in body image and self-love that has permeated the general public. These influencers’ remarkable pioneering work in education and awareness has strengthened the collective voice of ordinary people who want to add to beauty products.

Also Read: Garva Saud, In shape for Diwali: Six types of shapewear to pull off the festive look

Fashion and cosmetics brands have already started moving in the right direction in response to this shift. Fashion companies and designers can be seen actively collaborating with models of various sizes to reflect this shift. Additionally, clothing brands are discreet and offer more sizes in-store and online. However, brands have a bigger role to play than creating an all-inclusive size selection, rather the inclusive idea should permeate not only all aspects of the brand, but also its consumers.

We must strive to overcome and eventually break that mindset and alignment.

(President of Arindam Chakraborty Aurelia)

(Disclaimer: Except for the headline, this story has not been edited by Zee News staff and is published from a syndicated feed.)

7 October, 2022, 9:01 am

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