Over the years, women have been subjected to what society deems “the perfect body”. If women didn’t fall within the narrow size curve of a retailers’ standard offering, then they could forget about finding an outfit that made them look – and feel – great. But thanks to increasing globalisation, the rise of feminism, and the desire for authenticity and accessibility in retailers’ marketing and product offerings – that’s changing.
Farewell to fuller ranges: The future of fashion has fewer labels. There will be a move away from a separate “plus size” range intended for anyone larger than a size 38. Instead, standard ranges will be extended to cater for a greater variety of body types.
Reveal, not conceal: In 2018, women are becoming increasingly body-confident, and their choice in clothing reflects this. For those who wear larger sizes, there is less demand for baggy blouses and trousers that hide the shape. Women will be embracing a more fitted silhouette that is designed to celebrate the body.
Bigger and bolder is better: Colours are brighter and prints are bolder. South Africans are flaunting their dissent by donning beautiful neutrals and nudes, chunky stripes and exciting prints.