The Inclusivity Report

Activewear, swimwear, and lingerie brands celebrating inclusivity

Photo: Unsplash / @gemmachuatran

Body positivity for the win: these brands are buzzing thanks to their inclusive approach

Across the board, the fashion industry is responding to a growing demand for inclusion. An outcome of a shifting cultural and political landscape and global pandemic that’s leveled consumer spending, the call for brands to represent the modern demographic is indisputable.

Inclusive fashion and the representation of models of differing ages, skin colors, ethnic backgrounds, and gender orientations are at the forefront of consumer demand. And while the fashion industry has acknowledged the changing market, it still falls short as to size diversity. Only 54% of well-known brands, including ASOS, Zara, and H&M offer inclusive sizing despite the U.S. Centers for Disease Control and Prevention reporting the average waist size of an American woman is 38.7 inches, corresponding to an average dress size of 16 to 18.

The market no longer accepts a one-size-fits-most standard of beauty. Brands that give a voice to their diverse consumer base see the benefit of doing so; Rihanna’s Fenty Beauty, for example, has received widespread praise for its 50-shade foundation range. Many activewear, swimwear, and lingerie companies are starting to follow suit, breaking with the long-standing tradition of the slim, tall, cis-gendered model and instead hiring models and influencers and creating garments that represent their diverse consumer base.

To further the conversation of size inclusivity, we’re highlighting brands that celebrate diversity in women’s fashion. Along with offering inclusive size ranges, these brands are experiencing a peak in interest and traffic, according to our internal and external data.

Active
wear

Universal Standard
Coined the World’s Most Inclusive Fashion Brand, clothing company Universal Standard offers a size range of 00 to 40. Their athleisure section, which caters to women of all shapes and sizes, challenges the mainstream idea of athleticism and what it means to have a healthy female body.

Girlfriend Collective
One of the most stylish sportswear brands of today, Girlfriend Collective‘s activewear line is made from recycled materials and has inclusive sizing from XXS to 6XL. The brand has seen a 39% increase in clicks on Stylight since the beginning of 2020.

Prana
Deemed one of Stylight’s five most popular swimwear brands of 2020, the yoga and swimwear label Prana is a sustainable brand committed to the representation of diverse female bodies. Prana has experienced an increase in clicks of more than 1000% in May 2020 compared to the same period last year.

Lin
gerie


CUUP

Anyone different than the industry-standard 15 cup sizes understands the pain of bra shopping all too well. The New York-based brand Cuup is looking to revolutionize the bra shopping experience by offering 40 bra sizes ranging from 30A to 38H without compromising comfort or aesthetic.

Savage X Fenty
Since its introduction in 2017, Rihanna’s Savage x Fenty has become a vocal supporter of diversity in women’s lingerie. The brand offers bra sizes up to 44DD and has become an inclusivity leader in the industry. Savage x Fenty’s first NYFW show in 2018 famously featured two pregnant models and women of all sizes and races on its catwalk, including model Slick Woods who later announced she was in labor while walking the runway. On Stylight, clicks for Savage x Fenty have increased by 1126% in May 2020 compared to 2019 data.

Felina
Inclusive lingerie brand Felina is an eco-responsible option for women looking for their next favorite bra. The brand uses vegetable dyes and recycled water from rainwater storage for manufacturing its products while offering bra sizes up to 42H. On Stylight, clicks on Felina increased 986% in May 2020 compared to May 2019.

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A well seasoned set. Georgia in Salt.

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Swim
wear

You.swim
Youswim wants to turn the tide on standard, inflexible sizing by creating swimwear that realistically represents women and our changing bodies. Their swimwear is ethically created in England using European-sourced materials. Youswim’s ribbed, flexible material fits seven sizes in one, comfortably fitting up to U.S. size 14.

Reina Olga
Embodying their slogan: “no bikini is ever too small, and no tooshie is ever too big”, Reina Olga uses stretchy material designed to suit changing bodies, seeing women through puberty to pregnancy. The Italian brand has seen a 489% increase in clicks on Stylight compared to May 2019.

Frankies Bikinis
One of Stylight’s top five swimwear brands of 2020, Frankies Bikinis is known for its quality fabrics and sexy cuts. The Malibu-based brand offers sizes up to XXL and has experienced a 657% increase in clicks on Stylight from May 2019.

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Crisp White dreams 💫 📷 @ebony_tali

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Swimwear Brand

You.swim

 

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That fresh one-piece feeling 💪

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Swimwear Brand

Reina Olga: +489%

 

Swimwear Brand

Frankies Bikinis: +657%

 

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@ingrid_pmedeiros looking radiant in the Grotto Sundance 💫

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About this report

This report is based on internal Stylight data collected by analyzing the purchasing behavior of our 12 million monthly users. The periods of comparison are May 2019 versus May 2020, January 2020 versus May 2020, and April 2020 versus May 2020. All other external data has been duly referenced.

written by:

Kayla Kuefler

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