The popular 'one size fits all' label in fashion is misleading and often excludes many body types, especially in India's diverse population. This article explores why this marketing term promotes unrealistic standards, the challenges it poses for inclusivity, and suggests better alternatives. Learn how brands can embrace diversity in sizing to make fashion truly accessible for everyone.
The phrase 'one size fits all' has been a staple marketing term in the global fashion industry for decades. At first glance, it promises simplicity and convenience for consumers: a single product designed to fit everyone regardless of shape, height, or build. However, this claim is far from reality, especially in a country as diverse as India, where body types, height, and proportions vary widely across regions and communities.
The problem with 'one size fits all' is that it promotes a non-inclusive standard of beauty and sizing, effectively marginalizing large sections of the population. Typically, garments labeled as such are designed around a narrow set of body measurements, often aligned with what the fashion industry perceives as an 'average' or 'ideal' size. This ideal frequently neglects the spectrum of body diversity seen in India, from petite frames to plus-size figures and everything in between.
In practical terms, a 'one size' kurta or saree blouse might fit well on someone with a lean build but could be too tight or ill-fitting for people with broader shoulders or longer torsos. Similarly, accessories like belts or hats marketed as 'one size' often fail to accommodate different waist sizes or head circumferences, leading to discomfort or wasted purchases.
Why does this happen? The fashion industry, driven by cost-efficiency and mass production, finds it cheaper to manufacture fewer size variants. It reduces inventory complexity and lowers production costs. However, this approach compromises customer satisfaction and inclusivity. For consumers, this means many must resort to tailoring garments or avoid certain 'one size' products altogether, limiting their fashion choices.
Consider the case of ethnic wear brands that offer 'one size fits all' dupattas or scarves. While the length and breadth might suit most, the way these accessories complement the outfit depends on the wearer's height and build. A dupatta that is 'one size' might overwhelm a shorter person or appear too small on a taller individual, affecting the overall look.
To create truly inclusive fashion, brands in India are slowly moving toward offering extended size ranges and focusing on fit rather than a generic size label. For example, some contemporary Indian brands now provide kurta sets in sizes ranging from XS to XXL, accommodating the diverse Indian population. This approach not only respects body diversity but also enhances customer confidence and satisfaction.
For consumers, the takeaway is to be wary of 'one size fits all' claims. Instead, look for brands that provide detailed size charts, use adjustable features like elastic or drawstrings, or offer customizable options. In casual wear, products like adjustable waist pants or stretchable tops are practical examples where flexibility in sizing improves comfort. For instance, an adjustable waistband in jeans can suit different waist sizes while maintaining style.
In summary, 'one size fits all' is more of a marketing myth than a practical reality. It simplifies production but complicates the consumer experience by ignoring India's rich diversity in body types. Moving forward, the fashion industry must embrace inclusivity by offering varied sizing, which is not just good business but a step towards empowering every individual to feel comfortable and confident in their clothing choices.
