In recent years, the conversation around body positivity and inclusivity has extended from outerwear to the often overlooked realm of innerwear.
Size inclusivity in innerwear is no longer just a trend; it represents a fundamental shift in the fashion industry’s approach to celebrating diverse body types.
Many Indian men & women have long faced challenges in finding the perfect fit online, as traditional size charts often fail to account for the rich diversity of their body shapes.
This oversight has led to discomfort and a lack of confidence among those who don’t fit into the conventional size mold.
Recognising this gap, several Indian brands are now taking the initiative to design innerwear specifically tailored to the unique body types of Indian people, ensuring better fit, comfort, and confidence for their customers.
Nykd by Nykaa
“Offering a wide range of sizes helps cater to different body types, ensuring that the products provide both comfort and style for a diverse customer base,” emphasises Preeti Gupta, Chief Busines Officer, Nykaa Fashion. Since its launch, the brand has been dedicated to serving the plus size women, offering cup sizes from 30A to 44E, in a variety of styles.
Clovia
Similarly, Clovia has addressed the need for size inclusivity with both efficiency and innovation, catering to nine distinct Indian body types and offering over 6,000 styles in more than 50 sizes.
Recently, the brand expanded its offerings with a new range of plus-size bras, ensuring inclusivity for all body types. This collection features bras in sizes up to 44F, including minimizer and full-figure styles designed to provide optimal support and comfort for curvier women.
Enamor
Aparna Walters, Head of Design, Modenik Lifestyle Pvt. Ltd. elaborates on Enamor’s commitment to inclusivity, saying “Inclusivity is at the heart of Enamor’s brand ethos, extending beyond just size to encompass a variety of shapes as well. We have been diligently expanding our size range for some time.”
The brand has long offered Double D sizes and recently added F and G cups to its collection. With the launch of its beginner’s range, the brand introduced sizes A and Double A, categorised as XS, S, and M.
“Our goal is to accommodate the broadest range of sizes possible. Recognising that every size comes with its own unique shapes, we are dedicated to ensuring that our customers achieve the perfect fit. At Enamor, we prioritise both size and shape inclusivity to meet the diverse needs of our consumers,” she adds.
& Circus
&Circus too is a standout example of a brand deeply committed to inclusivity, both in terms of size and customer experience. The brand has made notable efforts to expand its size range, ensuring that all body types are catered to with equal attention.
“We are committed to keeping our higher-size range in stock and ensuring that our prices remain consistent across all sizes, even though this increases our costs. All bodies are beautiful, and everyone deserves access to comfortable, well-fitting innerwear. Our focus on size inclusivity has opened us up to a new set of customers who were previously neglected by the straight-size-loving innerwear industry,” explains Co-Founder, Gaurav Durasamy.
Wacoal
Wacoal has been at the forefront of change and has a variety of products for all shapes and sizes – the brand offers cup sizes up to 44FF. For instance, its back appeal bra has back support innovation that offers a smooth look for curvy women looking for silhouette-enhancing products. Visual Effects and Awareness are two of Wacoal’s global bestselling styles that cater to a wide range of sizes.
XYXX
Siddhartha Gondal, Co-Founder & Chief Sales Officer of mens innerwear brand XYXX Apparels states that inclusivity is at the core of his brand’s ethos. “We understand that comfort and style should be accessible to everyone, regardless of size. That is why we are actively working on extending our size offerings across various product categories, ensuring that more customers can find the perfect fit in XYXX apparel,” Gondal explains.
Mahina
Natasha Jamal, Founder & CEO of period underwear brand Mahina explains that the brand has been mindful not just about different types of body shapes but also different flow types. Mahina offers period underwear in 4 absorbencies – light, medium, heavy and super heavy.
