But they don’t stop there, the inclusive platform provides detailed descriptions of how garments work, making it easy for people to figure out whether they would be able to wear the clothes before they buy. Focussing on which designers to work with comes into mind for Grace as she chooses people who think about inclusivity and accessibility.
Lonely lingerie is another inclusive organisation providing a line of lingerie, swimwear and clothing which showcases women modelling from all walks of life, representing diversity, gender expressions, religions and physical abilities. They offer over 30 sizes and a comprehensive guide so all women can find the right fit.
Ignoring traditional marketing strategies, they aim to “Foster a sense of positive body image and freedom of expression.. bringing its collections to life via the Lonely Girls Project, a journal featuring women around the world from all walks of life captured wearing Lonely in their way.”
Studies are even illustrating the movement is taking hold, with people becoming more likely to choose one brand over another if they demonstrate real and authentic inclusion and diversity.
As a result, advice on how to create inclusive marketing campaigns is now starting to make its way into the industry now too. It’s emphasis on representing all people addresses values like tone, language, context, appropriation and stereotyping are helping companies from excluding anyone from a marketing approach.
The more companies begin to provide these inclusive solutions, the number of accessible companies grow. And thanks to companies like Jamie Kay, the inclusive marketing movement is on the path to make it the norm.
This story was first published for Attitude and is used with permission.