Breaking the Mould: Sustainable Style for Every Body

The Universal Struggle

Have you ever stood in front of your wardrobe, feeling like you have nothing to wear, despite being surrounded by clothes? Or perhaps you've experienced the frustration of finding the perfect outfit, only to realise it doesn't fit quite right? Welcome to the universal struggle of finding clothes that not only look good but also feel good. For many of us, this is a daily battle. It’s a common challenge that impacts our confidence, comfort, and even our mood.?

In India, with its rich cultural diversity and varying body types, the challenge of finding the right fit is even more pronounced. The idealisation of specific body types in media and advertising often leaves many feeling inadequate and unsure of their style choices. Beyond the mere inconvenience, it's a complex issue intertwined with body image, sustainability, and societal pressures.

The Data Tells a Story

Despite the growing awareness around body inclusivity, many people still feel excluded by the limited options available to them. A significant portion of our survey respondents echoed this sentiment, pointing out that finding the right fit and style remains a challenge. Most people are simply unaware of size-friendly, sustainable fashion brands or can't find them easily.

The Psychological Impact

Beyond the practical inconvenience, struggling to find clothes that fit can significantly impact a person's self-esteem and body image. When individuals constantly encounter clothing that doesn't flatter their body shape, it can lead to feelings of inadequacy and a lack of confidence. This emphasises the importance of addressing fit issues to improve overall well-being.

Growing up, I remember the frustration of trying on clothes that never seemed to fit right. Every shopping trip felt like a battle, where the clothes won more often than I did. The struggle wasn’t just about the clothes; it was about how they made me feel. On days when nothing fit well, my confidence would take a hit. I'd find myself avoiding social events because I didn’t feel good in what I was wearing. The impact of ill-fitting clothes extends far beyond body image—it touches every part of your life, from how you see yourself to how you interact with the world around you.

The Social Media Pressure Cooker

The fashion industry often peddles an unattainable ideal of beauty. Social media platforms have amplified the pressure to conform to specific body types and fashion trends. Take, for example, Kim Kardashian's Skims brand that has been praised for offering a wide range of sizes while some of the early marketing campaigns faced criticism for overly editing images to create an unrealistic portrayal of body shapes. Critics argued that the use of filters and Photoshop to enhance curves and slim down other areas contributed to the perpetuation of unattainable beauty standards, even as the brand claimed to promote body inclusivity.?

India's fashion landscape, exemplified by events like Lakmé Fashion Week, has also faced scrutiny. While it is one of the most prestigious fashion events in India, it has often been criticised for showcasing a very limited range of body types. The runway is usually dominated by very slim models, which has led to criticism for not promoting body diversity. Although there have been some efforts to include plus-sized models in recent years, the overall representation remains narrow.

From runway shows to celebrity endorsements, the message is clear: to be desirable, you must conform to a specific look. The result? People feel pressured to conform to an unrealistic ideal. The constant exposure to idealised images can create unrealistic expectations and contribute to body dissatisfaction. This, in turn, affects clothing choices as individuals strive to achieve the "perfect look." A study by Raquel Castellanos Silva and Gisela Steins revealed that there is a strong negative correlation between the consumption of unrealistic body ideals on social media and body satisfaction amongst young adults, leading to an increased risk of body image issues. This highlights the need for a more inclusive representation of body types across platforms.

The Environmental Toll

Finding the right fit often involves purchasing multiple items and returning those that don't work, leading to increased consumption and waste. The rise of online shopping has led to a surge in returns, with a significant portion of these returned items ending up in landfills. It’s estimated that collectively, $743 billion worth of goods were returned in 2023, a significant percentage of which was clothing.?

Imagine this: You order a dress online, excited to wear it to a special event. When it arrives, you quickly realise it doesn’t fit quite right. So, you order another size, maybe even a different style, hoping one of them will work. The cycle repeats until you finally find something that fits. What happens to the rest? They’re sent back, and often, these returns don’t end up back on the shelves. Instead, they contribute to the staggering amount of waste generated by the fashion industry that ends in landfills.

A staggering 9.5 billion pounds of returned goods filled landfills in 2022, the equivalent of over 10,500 jumbo jets. A significant portion of this waste can be attributed to poor fit and the inability to find sustainable alternatives.

A Call for Change

Inspiring examples come from brands such as FableStreet, Power Sutra and Made-to-Measure by Raymond, which introduced a service that allows customers to customise their clothing size. Yet, such initiatives are few and far between, making the need for a broader solution more urgent.

This is where my project, EcoStyleGenie , steps in. We're on a mission to solve these issues by helping people find the right clothes at the right time. Our platform will not only connect users with size-inclusive and sustainable brands but also help them maximise the use of their existing wardrobe in a stylish way. We believe that everyone deserves to feel confident and comfortable in their clothing, without compromising on style or sustainability.

Empowering You

To empower consumers, we aim to provide them with the tools and knowledge to make informed choices. Education is key. We also look forward to building a community of conscious consumers that can amplify the impact of individual actions. Online platforms, social media groups, and local meetups can facilitate knowledge sharing and inspire sustainable living. Style guides, product comparison platforms, and wardrobe planning apps can help individuals make conscious choices and maximise the lifespan of their garments.

It's time to redefine fashion on our own terms. A future where everyone can find clothes that not only look good but feel amazing is within reach. EcoStyleGenie is committed to making this vision a reality. By joining us, you're not just choosing clothes; you're shaping a more inclusive, sustainable fashion industry.

Take the first step: Complete our survey and let your voice be heard. Together, we can break free from the constraints of ill-fitting and unsustainable fashion. Let's create a future where style knows no size limits.?

Thank you for your love and support!

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Much love,

Dhruvika

Founder, EcoStyleGenie