THE CLIQUE FEB 2020

PLUS-SIZE REVOLUTION
Ashley Graham walking for Tommy Hilfiger
Rihanna’s Savage X Fenty lingerie collection
The 2010s became a turning point for size diversity in fashion. Ashley Graham is today one of
the most recognized plus-sized models and was the first in this category to be featured on the
cover of the Sports Illustrated Swimsuit issue. Ashley, along with many other influential
figures has paved the way to this new era of body positivity where the average audience can
be represented in the fashion world that had long set ideal slender standards, especially for
young women. As a result, fashion brands had and still must adapt to this movement.
And although the industry still has a long way to go, plus-size models
are finally starting to grace well-known magazine covers and walking
the runway. Thanks to brands like Savage X Fenty by Rihanna, we are
slowly shifting away from the unreachable slender body features
especially imposed on young women since the era of the 90s
supermodels.
THE ERA OF INFLUENCERS
Influencers play a major role in fashion marketing – they’re increasingly
influencing
shopping decisions due to strong engagement with their followers. The best example
of a brand that has understood influencer marketing is Fashion Nova. It has surpassed
Dior, Gucci, Louis Vuitton, and many others, to become the most trending fashion
brand in 2018.
How did Fashion Nova grow so fast to achieve this top seat in fashion today? To put
it simply, it did so by not doing any traditional marketing: no runway shows,
nontraditional commercial, no press releases and lastly, they put more effort into
improving their online presence rather than opening physical stores. It focused on
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creating close partnerships with well-known influencers: Kylie Jenner, Cardi B,
Valérie Cossette, Tammy Hembrow, etc.