FabAlley aims to break down barriers with #FabFitsAll campaign
FabAlley, the online fashion destination for trend-breakers has introduced a Fab new campaign to champion inclusivity in fashion and embracing body positivity. The digital campaign features fashion influencers proclaiming the bold message of believing in being just Fab, irrespective of one’s size, shape, height or weight.
One size does not fit all and the fashion industry is missing a nearly $300 billion global opportunity. Coresight Research estimates that the global adaptive clothing market will reach $278.2 billion this year and increase to $325.8 billion in 2022. The plus-size segment is estimated to account for $5-6 billion in the $40-billion Indian online fashion apparel market by 2020, that is, 10-12% of the overall market. Retail came one step closer to serving a significant portion of the Indian inclusive fashion market opportunity this week, when FabAlley announced the launch of their new, size-inclusive campaign called #FabFitsAll. The brand offers clothing in sizes ranging from XS to XL with their regular line, and up to 4XL with their Curve sub-brand. This campaign focuses on the spectrum of sizes that FabAlley brands have to offer, all while ensuring a superb fit across all sizes.
With this campaign, FabAlley has turned to real life issues and experiences - the ways plus-size or extra-small size clothes are failing the women who wear them. It was noted that the clothes being designed for women in double-digit or extra small sizes do not have the level of design or quality of regular sizes. Inclusion is more than just selling clothes in larger or smaller sizes. It’s about offering the same quality clothing to these shoppers in an array of styles and price points, as being offered to their regular-sized counterparts. FabAlley aims to bring attention to style, trend, fit and fabric, all at the same time and emerge as an on-trend label with a fashion-girl aesthetic, which is size agnostic. The brand’s objective is to ensure that the garments not only flatter a variety of body types, but also seamlessly transition time, lifestyle and seasons.
FabAlley has been built on the tenets of Diversity, Relatability and Inclusiveness, which lie at the heart of the brand. Keeping all this in mind #FabFitsAll celebrates diversity in fashion, encouraging the modern day girl to make bold and Fab choices. It is aimed at empowering real woman and inspiring a new generation of girls uninterrupted to be themselves, realize their dreams and dress however they please. The campaign aims to unshackle conventional societal mindsets, breaking down barriers and challenging fashion stereotypes.
In their campaign #FabFitsAll, the brand has partnered with five diverse influencers - Spardha Malik, Sakshi Sindwani, Monalisha Mahapatra, Sonam Kanotra and Prachi Kapoor who are proclaiming the brand’s DNA, loud and proud. The campaign propagates and amplifies the message of dressing however one pleases to, regardless of their size, shape, height or weight. The brand believes #FabFitsAll is not just a campaign but a culture that embraces becoming your best self without adhering to what society has deemed as acceptable and 'normal'. The digital video reiterates ‘all women are beautiful in their own way’ –Link to the video- #FabFitsAll
Commenting on the campaign, Tanvi Malik and Shivani Poddar, Co-Founders, FabAlley said, “We want to empower women to embrace and love their natural selves. As a brand we want to encourage all women to throw away inhibitions. With #FabFitsAll, FabAlley is propagating body positivity strongly. Words like fit and fat do not belong in our lingo, we believe in just being Fab – Fab at any size, weight or shape.” They added, “ Inclusivity is our brand’s DNA & our fabulous tribe of diverse fashion influencers is proclaiming it, loud and proud. Women have always been under tremendous pressure to conform to sizeist norms. #FabFitsAll is our plea to women, who break down a little every day because they feel they don’t fit the “ideal” mould to throw the ought to be’s, should be’s, if only’s and when I’s out the window, because they are fab just the way they are.”