The last couple of years have been disastrous for so many in the retail sector. But the mainstream and inclusive fashion industry has experienced one historic shift for the better. The face of fashion is changing and it’s important for retailers to keep an eye on these changes to adequately supply their customer base. Diversity and inclusion have been buzz words at fashion shows for a long time. I’ve seen them applied well (most recently by Australian mainstream brand Styling You The Label)
abel) but, sadly, blatant tokenism is often on display. And diversity has often been reserved only for the more ‘acceptable’ bodies.
Breaking through
Historically, less palatable forms of diversity, like disabled bodies, have been nowhere to be found on Australia’s mainstream runways and fashion publications.
That is, until 2019, when Carol Taylor, the world’s first quadriplegic designer, brought her bespoke gowns to the Mercedes-Benz Fashion Festival runway in Brisbane, Australia.
The following year, Brisbane again led the charge, with beautiful inclusive fashion by Jessie Sadler, founder of Christina Stephens. The label offers comfortable everyday wear that’s as fashionable as it is functional.
Then, this August, there was another shift for this sort of fashion – from the runways to retail.
Considering how quiet the mainstream retail fashion space had been when it came to embracing and stocking inclusive fashion, I was beyond thrilled to hear that Australia and New Zealand’s largest online fashion retailer, The Iconic, had added Christina Stephens to its digital brand racks.
Sadler says it was an honour to be approached by such a well-known fashion marketplace.
“Working with The Iconic really validates our mission, which is to get mainstream media and fashion outlets to sit up, take notice and, more importantly, take action to be more inclusive,” she says. “Now it’s all starting to come together. Change is in the wind.
“We feel very privileged to be included in The Iconic’s adaptive category. We are one of only two Australian labels included (along with Jam the label) alongside global powerhouse Tommy Hilfiger Adaptive.
“We’re where plus size clothing was 15 years ago, and we’re sure this is just the beginning for adaptive fashion. In Australia, 1 in 5 people are living with a disability. That’s a big share of the market that has previously been ignored.
“Huge credit must be given to The Iconic and their leadership as the first major retailer in Australia and New Zealand to see and act on the significant opportunities that come from adaptive fashion. It is truly an exciting time.”
Christina Stephens has recently expanded to other retailers, and is now available at Super Pharmacy Plus and Averee, a new fully integrated, accessible department store for people with disabilities.
First time at Australian Fashion Week
And let’s not forget something else important that happened this year. For the first time in history, disability was included in Afterpay Australian Fashion Week (AAFW). I was honoured to, amongst other things, consult with designer Nikki Hind.
That’s something many of us are celebrating.
AAFW, The Iconic, and the inclusion of adaptive fashion on mainstream runways make the last few years a sign to retailers that this trend is not going anywhere.
It’s a permanent way of life for many people, like myself, who have additional needs; brands and businesses should recognise the potential economic opportunity in that and be more inclusive – aside from the fact that it’s a decent thing to do.