Diversity isnât a dirty word, unlimited delivery is.
Love clothes, but hate going shopping? A lack of time is no excuse as the enormously easy way you can buy clothes online means that in just a few clicks, fast fashion can arrive on the same day sometimes. It seems like a no-brainer, especially when most online retailers offer free returns when your items donât fit, but thatâs just it; buying clothes online means itâs difficult to tell.
Frustratingly, weâre still confronted with images of size 6â8 models when shopping online. Women of willowy proportions are still the industry norm. If youâre a shorty, youâre in luck as most online stores have petite ranges which are improving, but in most cases, petite clothes are shown on a size 6 model. All of this makes it a minefield to maintain your self-esteem. Online stores show catwalk videos and galleries of images, but who knows if clothesâll suit until youâve tried them on, especially when itâs only possible to see clothes on a body shape, potentially so different to your own. So what do we do? Order more sizes, order things anyway, why not; we can always send them back, and send back we do. One friend said:
âitâs much less depressing crying at home about how shit something looks on than alone in a badly lit stinky dressing roomâ.
At least we can drink wine at home. Still, it seems, weâre suckers for punishment and the small amount of serotonin that shopping induces, means itâs all too tempting to treat ourselves. Ads are everywhere, everyone worth following on Instagram has a buying link in their bio and with a few taps, a delivery driver is slapping a bag in your hand. So you go online for a look thatâll stop traffic. Well with that new outfit youâve ordered you might: air traffic that is.
Our insatiable appetite for fashion arriving at work or at home is fostered by irresponsible attitudes from online clothes retailers at a time when there are more delivery vehicles on the road now than ever. Just over three years ago CEO and founder of ASOS, Nick Robertson hinted that sizing software was on the way due to their returns rate reaching 30%, hurting company profits. If returns reduced by 1%, he estimated, profits would increase by a staggering ÂŁ10,000,000!
It seems that the no-quibble-returns option that most online shops like ASOS offer are open to abuse and needs a rethink. How many people out there are potentially posing and posting back? Even if you honestly just need a frock and find yourself making the most of that unlimited {sometimes} free delivery, why should you have any qualms about sending ensembles back. When clothes online donât fit. Unless *sigh* youâre an able bodied up and down industry size [8 preferably] and everything just looks great on you, *Longer Sigh* for most people itâs a case of spending and sending back. Still, send it back we can. Weâre well within our rights to, however, this kind of shopping is whatâs contributing to climate change.
London is experiencing an all time critical high level of air pollution, all whilst online stores satiate our pleasures for parcels, theyâre adding to this problem. Sadiq Khan says he wants to sack off the sight of diesel vans in London like the ones that most stores use, as toxic diesel particulate matter levels in the capital are at an illegal all time high. However, this problem of parcels going back and forth only forms part of a two-part problem.
If browsing out of boredom; youâll see that some online shops have improved the ranges of sizes on offer with petites and plus sizes but weâre still faced with unattainable body shapes modelling the clothes we want. Where are the models of ânormalâ proportions? If weâre a long way from that being the norm, what about visibility for disabled models, amputees? The ubiquitous 90âs heroin chic physique still dominates pages. Sometimes itâs lovely to look at clothing on this body shape, on the kind of body that designers have in mind, but its alienating. It means that for the likes of the average woman, clothes become an abstract concept; art and unwearable art at that. What if youâre anywhere like an average 10 bust, 12 waist and a 14 hips or a common, 14 bust and an 18 around the hips? Even if youâre the U.K.âs ideal 12; that dress sashaying down the runway in an 8, just isnât going to look like it does on the model, on us. Hence we return.
However, catwalks could be the solution to fighting pollution.
We need to see companies like ASOS implementing greener practices, taking the issue of our environment seriously, encouraging shoppers to do the same and at the same time support our self-esteem. We need to see diversity and different size normalised. As women we cannot help but cruelly compare ourselves to others, however, in this instance, it might actually help our self-esteem seeing someone of a similar size model clothes; it would certainly give me buying confidence and less likely to return. So, I ask of you, online fashion retailers; the likes of ASOS, show off all sizes on catwalks. Seeing what size 12 thighs are going to look like in those jeans will help us buy. Seeing what our size 16 armpits will look like (those bits that looks like a bum) in that dress may encourage me to hit âcheck outâ and less likely to order 6 sizes and send 5 back.
Trailblazing the normalisation of body diversity might just stop someone like me or one of my precious friends feeling shit about themselves and crying into changing room curtains again. Itâd reduce wasted deliveries, tackle climate change and help fashion retailers make money.
Retailers: Start by showing videos of models of diverse sizes, in fact modelling all sizes available on a catwalk. Fashion doesnât need to be made out of hemp to help, but being eco-conscious will help us all.














