Times have changed, or rather, they still are. The idea of inclusivity is making its way in the collections by an increasing number of luxury and fast fashion brands.
If a few years ago, a curvy woman would have struggled to find the outfit of her dreams in ordinary boutiques, today it is more and more likely for her to be able to shop a nice pair of skinny jeans or a dress in non-plus-size stores.
A matter that Alexandra Waldman and Polina Veksler hold dear, to the point of putting this shared interest into action by launching Universal Standard, an entrepreneurial project on women’s fashion with a crucial mission: offering every piece in a wide range of available sizes.
From its modest debut with an 8-article collection, the project stepped up to a diversified offer that also explores the sporty segment. Today, Universal Standard is a key figure among curvy fashion businesses focusing on trendier options, so as to overcome traditional codes generally limiting high fashion to certain body shapes, and allow every woman to wear it.
A business strategy relying on outstanding partnerships, like the recently announced collaboration with Rodarte. Their capsule collection features four items ̶ a dress, a shirt, a skirt and a tracksuit ̶ all available in different colors such as black, powder pink, ivory, and cherry red, and in multiple sizes ranging from 4XS to 4XL.
We wanted to get people involved who were not part of the inclusivity and diversity movement per se but who we felt might be interested in raising their hands and saying This is great, and this is the right thing to do
explained Polina Veksler from Universal Standard
Rodarte was at the top of our list
As Rodarte’s Kate Mulleavy further explained
we had already been excited about what they were doing, and so when they reached out to us it was just like an amazing creative moment. I instantly felt when we all spoke on the phone that there was a creative spark and that we wanted to come together and do something really incredible
The collection was unveiledthrough an advertising campaign whose protagonists are two friends going together on a journey.