Online fashion brand the Perfect Dress Company is using models of every
size to showcase its dresses in what it calls a more “real” approach than
using AR technology being highlighted by major retailers.
Instead of AR technology, the Perfect Dress Company is using photos of
real women to showcase all of its sizes, from size 8 to 22. All shoppers
need to do is select their size on the chosen product and the website will
automatically change accordingly to show models in their dress size, which
the brand states is a UK first.
Sunny Bird, founder of Perfect Dress Company said in a statement: “You
can’t just stretch a size 8 dress and use AR technology to put it on a size
22 model and expect it to fit or it to look the same. This is what’s wrong
with the fashion industry and gives people a false representation of how
they will look in the dress, which leaves them feeling disappointed when
they purchase the item.
“But not only that and more importantly our research revealed it can
make women feel disappointed, sad and depressed as they feel it is their
bodies fault that the dress or item of clothing doesn’t fit or flatter
them.”
Perfect Dress Company opposes Asos’s new AR ‘See My Fit’ model
feature
This approach the brand states is more representative of the “everyday
woman” and is the result of extensive research that revealed that today’s
‘real women’ don’t feel represented through general fashion advertising or
press, with the online retailer added that the launch of AR-style content
by brands like Asos doesn’t act as a solution to this problem.
Bird added: “Sadly, I really think that this initiative be Asos could
contribute to mental health issues. The launch of AR advertising still does
not consider or represent real and diverse body shapes inclusive of curves,
lumps and bumps and this will create further problems with how women
perceive themselves and is not a solution.”
The Perfect Dress Company fashion brand was developed following research
into the processes that clients go through from concept to customer
purchase, working with consumers to build and shape the brand, rather than
developing the product first and then engaging with consumers.
It is through this research that the online retailer states it
discovered that women of all shapes, sizes and ages didn’t feel represented
within the current fashion industry, which Bird said had an “instrumental
impact” on the website design to allow consumers to see the dresses
modelled on a woman of their size so they can really see how it will fit on
them.
“Throughout the dress company’s development, I actively sought to use a
model from every size bracket, tailoring designs and being the first to
include dual sizing to ensure every body shape feels represented within our
brand,” explains Bird. “This has given us an opportunity to not only
address a real problem within the fashion world today but create our own
space. As our dresses are designed on real women, we can also see best how
to flatter every single dress size. Our dress styles are tailored for every
individual size.”
The Perfect Dress Company currently offers three dress styles that are
designed to slim and flatter any figure, by including details such as
double-layering over tummy areas, fabric draping, ruched panelling, and
subtle pleats.
Image: courtesy of Perfect Dress Company
