It all started in September last year for FabAlley. The online clothing store, co-founded by 33-year-olds Tanvi Malik and Shivani Poddar, ran a digital campaign called #FabFitsAll, with an aim to create a conversation around body-positivity.
After running it a second time in January, they noticed that the garments under Curve, their sub-brand for so-called plus-sizes shot up from about 4% of their total web sales, to 9%.
In a market where the variety and quality of designs consistently favour ‘regular’ sizes, FabAlley created a buzz. The campaign was a success, especially on Instagram, their main social-media platform, which also saw a two-fold increase in following, that coincided with the campaign.
Now, in #FabFitsAll’s third iteration, the brand has extended the summer collection to the largest size they stock (from XS to XXXL), thereby mainstreaming larger clothing sizes.
The market is primed for such inclusivity in retail. For context, the Indian government is currently collating data to draw up an ‘Indian size’, which will take into account our anthropometric build, as different from those of other geographies. Malik talks about what stands out this time and how they continue to ensure inclusivity through their designs.
What is new with the campaign this time?
FabAlley has always been an umbrella that supports all sizes across the spectrum. But the first time we did the campaign, we still split the sizes between the two brands of Curve and FabAlley. The second time too we did it along the same lines. But additionally, we also had a conference with body positivity activists and influencers, to speak to, create dialogue, and try to ensure that a new generation of women pick up the right tenets of acceptance and positivity.
This time around, we expanded FabAlley itself to accommodate all sizes. We designed and shot every piece of this [Summer in the City] capsule for and with all women. Even in the look-books, we put them together. The concept was that of two friends who are enjoying each other’s company, while looking vastly different from one another. It is a more comprehensive hit. The first couple of times, we were pushing the spirit. But this time we have, at a much more deeper level, merged the two [size divides].
Sensitising buyers is one thing, but how have you ensured your designers work in tandem with this idea?
Firstly, representation. Our design team — mostly NIFT graduates — is itself representative of all body shapes and sizes in that sense. That’s obviously not the basis for hiring, but we ensure that all our work is personal, and we only design things that we would ourselves wear or subscribe to. Secondly, in terms of design sensitisation, if you go through our website, you’ll find that our hemlines are a little longer, we have sleeves instead of just strappy or sleevless outfits. The entire premise is that we are for all body types. Women across sizes should feel comfortable and confident.
On what basis do you collaborate with influencers, considering you’re particular about your brand’s ideology?
About 75 bloggers work with us on a regular basis. We get almost 30-40 requests to collaborate every day.
But if they’re not storytellers who embody similar values, and if they are for example talking about diets and weight loss, which goes against the spirit of body positivity, we don’t work with them.
The 25-30 who have collaborated with us [for this campaign], even when not working on the brand’s content, stand for the same values. They’re often projecting their journey with body positivity on Instagram with videos and posts, speaking of how they’ve embodied this spirit. In that sense, their content and ours becomes a lot more synergised.
How are you planning to follow up on this campaign?
These 50 styles, the shoots, images, bloggers — it’s only the first step. Over the next 3 to 4 months we will put in 200 more products in keeping with this. We’ll also continue to work with real women who are ambassadors for this cause.
Currently, we talking to some high profile names in the world of digital media and the performing arts, who are very vocal about the cause of body positivity.
