The Impact of Online Body Positivity on the Fashion Industry

June 21, 2019

The fashion industry has come a long way in welcoming a much broader range of skin tones, body types and genders.

There are still strides to be made, but fewer imperfections are being air-brushed out. 

On the social media or other popular sites, chances are, you’ve come across a promotional campaign from a great fashion label, showcasing real bodies.

This is a major shift and a wise one because the industry is now promoting fashion for everybody, which means more customers.

What originally started as a small movement from body positive yogis to make people love themselves for who they were, now impacts a multi-billion dollar industry and dictates much of its business decisions on the whiteboard.

From photoshopped sexiness to celebrated flaws

The industry attributes the change to the changing attitudes of consumers.

In the recent past, people idealized tall and thin; but there were other standards of beauty before that.  The body positive movement is trying to changed it all and make self-acceptance of any type of body the ideal.

Naturally, fashion labels have to adapt if they wanted to be successful.

Lively is a US-based lingerie brand, well-known for its supportive and comfortable bras and bralettes. Michelle Cordeiro Grant, founder and CEO of the company, believes customers today find the idea of body positivity more compelling and campaigns that communicate this message resonate well with the market.

Today our customers are far more likely to purchase products highlighted by the women in our community

Lively isn’t the only brand championing the message of body positivity. Recently, Aerie, PUMA and many others have launched campaigns and clothing lines that very much align with the concept and highlight up its impact on the fashion industry.

Do you own a fashion label? Where does your brand stand on body positivity? Let us know in the comments section below; we’d love to hear from you.

Lefty Production Co. is a leading clothing production company Los Angeles.

A BONUS read: Why consumers value clothing made in the USA

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