Fashion
What Future Group knows about plus-size fashion that others don't
For the third year running, Kishore Biyani’s brainchild ALL is part of the Lakmé Fashion Week, spotlighting couture for the big of build. It’s a rare high for a segment that has remained the fashion industry’s orphan child — despite a burgeoning market. Can demanding customers and increasing entrepreneurial interest change things?
Plus size models walk the ramp during ALL Primero by Wendell Rodricks; image courtesy: Lakme Fashion Week
For most Indians, asking our American uncles to bring us stuff during their annual trips home ended about 20 years ago. Not for Norah. “I order my clothes mostly from the US. None of the Indian brands have my size. And if they do, they are often not stylish enough,” the professor from Delhi University says. (Norah is
these fashion shows, we are supporting body positivity and inclusivity.” Of course, good karma comes with dividends. “Needless to say, we are also increasing the consumer base for designer wear in general,” Chandok says. ( Graphic by Ankita Mehrotra) ( Clarification: An earlier version of this story erroneously identified Norah as a Bengaluru-based writer. This has been corrected.)
