Words by Smiley Team
The fashion industry has come a long way in tackling sizism. Contributing to this journey, Gap Inc announced today that one of their brands, Athleta, will expand extended sizing to 350 styles across its sports collection. This means that for Spring 2021, 70 per cent of the collection will be available in 1X-3X or US sizes 18-26.
But that isn’t all. Empowering women of all body types, the retailer will introduce size-inclusive mannequins across all of its 200 US stores to demonstrate their commitment to inclusivity. Meanwhile, they will train Athleta employees in using body-positive language to better serve their customers.
Welcoming the move, president and CEO of Athleta Mary Beth Laughton said: “This brand promise comes to life across our expansive product offering and inclusive shopping experience. We see this extended sizing offering as a key pillar of our growth goals, allowing us to invite even more customers into our community.”
Collaborating with thousands of women, the company spent two years designing the brand’s extended sizing range. Throughout the partnership, they used the women’s feedback to tailor clothing to their specific needs.
By March 2021, they hope to raise the number of styles available in extended sizing to more than 500 and will add new styles each season. In its continued commitment to size-inclusivity, Athleta will offer extended sizes across all its clothing categories by the end of next year.
“We don’t make assumptions for personal preference when it comes to fit, colour, pattern or trend," said Jolene Danielson, director of technical design at Athleta. “Each piece is tailored and designed to look and perform the same, regardless of a woman’s size, to provide her with choice based on style, first.”
Athleta apparel is available at stores across the US, through its catalogue, and at Athleta.com. More information about Athleta’s extended range can be found on the brand’s website.
By promoting a positive body image among its shoppers and offering inclusivity in its clothing ranges, Gap is showing the fashion industry what can be done to empower women, no matter their shape or size. Let’s hope others join them in jumping ahead of the curve.
