Defying the rule book: Lakme Fashion Week Winter/Festive held a plus size show for men and women

"Am I too fat for your everyday range? Should I just accept that accessible and affordable high street and on-trend fashion isn't for people like me?” – that’s what UK citizen Ruth Clemens wrote to H&M, complaining how she couldn't fit into the brand’s size 16 jeans.

Last June, the social media was taken by storm when Clemens posted on Facebook tagging H&M, "I am not overweight (not that that should matter) and although I'm 5 foot 11 my body is pretty average shape-wise. It's already difficult enough for me to find clothes that fit well because of my height, why are you making jeans that are unrealistically small?"

The Facebook post had received over 77,000 likes and over 10,000 shares.

H&M responded to Clemens’ claim and assured her that they would “take on board the points” she and other customers had brought to their notice. While we do not have any update on what happened at H&M later, we definitely know what’s happening this Sunday at the Lakme Fashion Week Winter/Festive 2016 in Mumbai. Also read: Plus Size industry is on the verge of revolution

aLL: The Plus Size Store had host the first ever plus-size show for men and women styled by designer Shilpa Chavan of Little Shilpa. The creations showcased on runways are meant for the everyday consumers who seek high-fashion designer-wear but are often restricted by available size options. Keeping this in mind, aLL had collaborated with Lakmé Fashion Week to break thought patterns, by presenting a unique collection this season.

In an exclusive interview with Business Insider, Manish Aziz, Business Head of aLL, clears the air that roughly $17.5 billion industry of plus size fashion needs to be taken seriously. Here are the excerpts from the interview.

How did the concept of plus size people walking the ramp come about?
Over the years, the fashion industry was dominated with conversations of ‘size zero’ subsequently resulting in becoming the societal norm around the world. However, reality speaks quite differently. A majority of the world’s population does not fit a precise mould and has people in all shapes and sizes who just want to look stylish and trendy. aLL – The Plus Size Store was the first to identify this sentiment over a decade ago and begun altering the face of plus-size fashion in India. A show at Lakme Fashion Week just seemed like a natural progression for us to initiate a fashion revolution of sorts and redefine preconceived notions of physical beauty.

Don’t you think this should have begun a long time ago in India?
Absolutely and that’s why we were the first ones to begin our efforts to bring about this change since the brand’s inception in 2005. Unfortunately, altering the mindset of people governed by societal norms and pressures is not an easy and nippy process. I’m glad to see though those notions are gradually changing. And as they say, ‘better late than never’.

Will plus size stay a special segment in Indian fashion scenario or will it become a mainstream trend as well?
I think it definitely needs to become a mainstream trend. A large portion of not just the Indian but global population has fuller figures so it seems quite archaic to segregate them as a special segment. Fashion doesn’t come with a rulebook and is perceived the way it is defined by the industry’s influencers. I think it is a collective responsibility of the entire global fashion industry to actively promote this movement until there is no distinction in fashion based on people’s size and shape.

Body shaming in India is nothing new. How would the much talked about show on LFW fare?
Since our announcement of this show, we have received nothing but positive reviews, support and accolades. It’s a bold move and the audience seemed so receptive to the concept and positively excited for the upcoming event. There is enthusiasm and fervor among of people which I think will effect change in mindsets in our country going forward. All-in-all, I have a really good feeling about the show and I’m eager so finally see all our hard work coming to fruition.

At LFW, it’s brand above the models. What would make general brands make clothes for larger men and women?
The sheer demand! Indian bodies have always been beautifully voluptuous so I don’t see how you can escape from catering to all body shapes and sizes.

On what bases have the models been selected for LFW?
We were instantly drawn to those who exuded confidence and attitude as they took to the ramp. We wanted people with vibrant personalities and an innate sense of personal style that would shine onstage. All the chosen boys and girls have their own unique characteristics that make them relatable and yet stand out.

What were some of the contentions and don’ts the organizers brought up while you were conversing with them?
On the contrary, IMG Reliance and Lakme were tremendously supportive of the initiative. Our approach was greeted with a lot of positivity and they were on-board with the idea from the get-go.

When you were choosing the men and women who would walk the ramp for this segment, what were the few key things you were telling them to encourage them, since most of these people would have been dealing with body issues given the societal norms.
It’s not about the way you look or the size and shape your body is, it’s about the way you carry yourself and your personality that really matters. What you think of yourself is of utmost importance as that’s the basis that defines what people think of you. Hold your head high since you have nothing to be apologetic about. You’re perfect the way you are and don’t let anyone ever tell you otherwise.

(Image: Facebook)