Is Inclusivity the New Fashion Statement?

The fashion industry has gone beyond employing diverse models and spokespeople to embracing new notions of inclusivity and ethics to let shoppers know that they are committed to social responsibility. This is a perfect demonstration of how, in an omni-channel world, people expect to relate to their brands in multidimensional ways. No longer, passive consumers, people want to be inspired and collaborate with their brands. That means taking strong positions, pressing for change, and rewriting notions of identity, selfhood, and beauty.

Selkie Collection is one brand that is changing fashion from the top down. Selkie has become an Instagram sensation because of its puff-sleeve and flared-skirt dresses. Its founder Kimberley Gordon is an experienced designer who started her business with generational inclusivity in mind. Selkie was launched with an inclusive size range (the Puff is available in sizes XXS through 5X). Not only is Gordon now working on extending the range further by two sizes, she’s also brought in a consultant to bring the sizes in alignment with more standard plus-sizing by next spring. The endeavor isn’t simple since retailers (especially those pursuing the fashionista market) balk at offering plus sizes, but Gordon is pressing on.

A company that has had success partnering with a major retailer is For Love and Lemons. Founded by childhood friends Laura Hall and Gillian Rose Kern, the female-led company has worn its social commitments on its sleeve. Their website touts the ethnic backgrounds of its team (24% Asian, 24% Hispanic, 45% White), expresses its support for BLM and the NAACP, and promotes BIPOC/LGBTQIA2S+ voices. Now, it’s also joined the plus-size movement. CLOTHES & WATER journalist Riya Jayanthi writes that For Love and Lemons “increased their size range to include from XS up to 3X, and also showed multiple efforts to diversify their internal team and their modeling cohort. Their Victoria’s Secret collaboration included sizes up to 40D.”

Another clothing company with worthy intentions that come through with every stitch is Djerf Avenue, which describes itself as “a Swedish, non-seasonal, ready-to-wear brand…made to embody the confident, chic, and laid-back person on the go.” With the increased attention given to the treatment of textile workers, the company affirms its commitment to selling equitably made products. Djerf Avenue says on its website that it gets clothes from manufacturers in Portugal because the country “is known for quality workmanship, respecting working conditions, premium fabrics research, and to improve on knowledge and technology. These factories follow European laws and policies regarding Labour relations practices.” This background gives shoppers greater confidence that when they buy Djerf Avenue clothes, they’re not just going to look good; they’re going to do good also.

At a time when our institutions seem stuck, brands are ceasing the opportunity to lead by values. According to Efficaci journalist Anil Kumar, “A business that looks for more than just ‘profit’ will always create a profound impact on the customers. When your business can align with such a cause and create a marketing strategy to execute, it will create more appeal.”