Glossary

Deutsch: Größen-Diskriminierung / Español: Tallasismo / Português: Tamanhoísmo / Français: Discrimination par la taille / Italiano: Discriminazione delle taglie

Sizeism in the fashion context refers to discrimination or prejudice based on an individual's body size, often favouring certain body types while marginalising others. This can manifest in limited clothing options, unrealistic beauty standards, and exclusion of diverse body types from marketing, modelling, and design practices.

Description

Sizeism is a systemic issue in fashion that reflects broader societal attitudes towards body image. Historically, the industry has prioritised slim and often unattainable body types as the ideal standard, which has influenced clothing design, retail practices, and media representation. This narrow focus excludes individuals who do not conform to these ideals, leading to reduced inclusivity and accessibility.

The impacts of sizeism in fashion are multifaceted:

1. Limited Sizing: Many brands offer only a narrow size range, often neglecting plus-size or petite individuals.
2. Marketing Exclusion: Models representing a limited spectrum of body sizes dominate advertisements, reinforcing unattainable beauty standards.
3. In-store Experiences: Shoppers outside the "standard" size range often face difficulty finding their size, contributing to feelings of alienation or stigma.
4. Body Shaming: The prioritisation of certain body types perpetuates negative self-perception among consumers.

Recent years have seen a growing movement to challenge sizeism, with some brands and designers embracing size diversity through extended size ranges, inclusive campaigns, and body-positive messaging.

Special Considerations in Fashion

Inclusive Sizing Initiatives: Some brands now offer extended size ranges, typically covering from XXS to 5XL, to cater to a broader audience.

Body Positivity Campaigns: Fashion campaigns increasingly feature models of various sizes, aiming to celebrate diversity and reduce stigma.

Adaptive Clothing: Addressing not just size but also body shape and specific needs, adaptive fashion represents an inclusive approach to garment design.

Application Areas

1. Retail: Inclusive brands like ASOS, Universal Standard, and Savage X Fenty provide extended size ranges.
2. Runways: Designers such as Christian Siriano and brands like Chromat showcase diverse body types in their fashion shows.
3. Advertising: Campaigns featuring models of varying sizes, such as Dove’s "Real Beauty" initiative.
4. Plus-Size Fashion: Specialised lines and brands cater exclusively to larger body types, emphasising style and fit.
5. Custom Tailoring: Services that create garments tailored to individual body measurements.

Well-Known Examples

1. Aerie's #AerieREAL Campaign: Features unretouched images of models with diverse body types.
2. Ashley Graham: A prominent plus-size model and advocate for body diversity in fashion.
3. Savage X Fenty by Rihanna: A lingerie brand celebrated for its inclusive approach to sizing and representation.
4. Universal Standard: A brand that offers a size range from 00 to 40.
5. Christian Siriano's Designs: Known for dressing celebrities of all sizes for red carpet events.

Risks and Challenges

1. Tokenism: Some brands may include diverse sizing superficially without genuine commitment to inclusivity.
2. Cost Barriers: Producing extended size ranges can increase costs for brands, leading to higher price points.
3. Stigma in Retail: Larger sizes may still be marginalised, such as being available only online or in separate sections.
4. Slow Industry Change: Despite progress, many high-profile brands continue to exclude non-standard sizes.
5. Cultural Biases: Sizeism intersects with cultural and regional norms, complicating efforts towards global inclusivity.

Similar Terms

1. Body Positivity: A movement promoting self-acceptance regardless of size or shape.
2. Fatphobia: Discrimination specifically targeting larger body types.
3. Inclusivity in Fashion: Efforts to represent diverse demographics, including size, age, and ethnicity.
4. Adaptive Sizing: Clothing designed to adjust to various body shapes and sizes.

Summary

Sizeism in fashion reflects the industry's historical preference for narrow beauty standards, often marginalising diverse body types. While efforts to combat sizeism are gaining momentum through inclusive sizing, representation, and body-positive campaigns, challenges remain. Tackling sizeism requires sustained commitment from both brands and consumers to foster an equitable and empowering fashion landscape.

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