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  • Irene Mavie

Why cookie cutter models won’t cut it (anymore)


Tale as old as time… In the ever-evolving landscape of the fashion industry, embracing diversity is no longer a mere buzzword but an essential element for success and relevance. 

It is no longer just about the aesthetics of garments and runway shows, the focus now is on diversity, and it has become a powerful catalyst for innovation, creativity, and connection with a global audience. Forget the instagram face, the perfect body and measurements. This is the time of authentic, different, real models who might not be exactly like you or me, but they are in no way the copy paste version of the supermodels of the 90s. 

Reflecting a Global Audience.


Let’s be honest, fashion is a universal language that speaks to people from all walks of life. It is no longer being gatekept by the few who can go to fashion shows or have a subscription to Vogue. Social media has made fashion accessible and today we will find almost every person having their own sense of style and fashion identity. So when it comes to branding, by embracing diversity, fashion brands can authentically connect with a global audience that is not limited to any specific ethnicity, gender, age, or cultural background. 

In a world that is becoming increasingly interconnected, consumers are seeking representation and inclusivity in the brands they choose to support. The ethereal models that are all a cookie cutter version of a supermodel are no longer able to retain the wide audience that is looking - and can find- someone to identify with. By showcasing a diverse range of models, designers, and fashion brands can demonstrate their commitment to understanding and appreciating the rich tapestry of the global community.

Authenticity and Relatability.


Authenticity is the cornerstone of a successful brand, and diversity plays a pivotal role in conveying authenticity to consumers. Even a brand new influencer will tell you that the key point of success is being your true self, being authentic. That is why when a fashion brand embraces diversity, it sends the message of  a genuine understanding and celebration of different cultures, body types, and identities. What’s the ROI on this, you may ask? A sense of relatability among consumers who see themselves represented in the brand's campaigns and collections. The inclusivity of diverse perspectives allows fashion brands to create a narrative that resonates with a broader audience, making their products more accessible and appealing to a diverse customer base. Besides, if what you want is a loyal client base, you cannot really expect them to appreciate your product if you don’t appreciate them. Embracing the difference, the new faces that will bring to the limelight every single person who can relate to them, is the key of success for a brand aiming for the stars.

Breaking Stereotypes and Redefining Beauty Standards.


When it comes to fashion, it comes as no surprise when we speak of exclusivity, body image issues, marginalization. The fashion industry has historically been criticized for perpetuating narrow beauty standards, showcasing a limited range of body types, skin tones, and features. 

Breaking these stereotypes is not an easy feat, but we have been witnessing the change in the last few years, as more and more brands are fostering a more inclusive representation of beauty. This positive shift towards featuring models of all shapes, sizes, ages, and ethnicities on the runway and in campaigns is not perfect - or done yet, but it reflects the reality of the diverse world we live in. The most important point however is how it empowers people to embrace their unique beauty, nurturing a more positive and inclusive self-image.

Keeping up with the times.


We all know that today,  consumers are increasingly drawn to brands that prioritize social responsibility. You might call this woke culture or being too sensitive, but the reality is, more and more people want diversity in their lives and on their screens. 

By showcasing and promoting inclusivity and equality, fashion brands contribute to building a more tolerant and accepting society and their clients are not just buying products- they are investing in a brand's values and principles. And it goes without saying that when you have a client base that is true to their and your values that is when you have brand loyalty. 

One last note - diversity is not a trend. Very much like greenwashing, we all have to be careful and truly pay attention to brands that have always been committed to cultural appreciation.  Diversity shapes the identity and success of fashion brands not only at the surface level of representation but also when it comes to the brand's commitment to authenticity.


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