Cape Town fashion brand promotes positive body image

Trendy local fashion brand, Artclub and Friends has the ‘perfect’ size for everyone. The brand is advocating for a positive body image and is removing the gender norms associated with fashion – setting the bar high for South African designers.

Embracing our unique shape and size 

Founder and creative director of the art inspired brand, Robyn Keyser, indicated that the focus of fashion should be people and stripping it of its traditional labels allows for people to express themselves.

Traditional labels can make shopping a negative experience as social norms dictate what is acceptable or not. Whether we are a size extra small or extra large – begin comfortable in one’s skin is important. The influence of Instagram models and #Iwokeuplikethis assigns us into categories that affect self confidence but Art Club and Friends is transforming the norm with their new approach to size labelling.

?Today we are so ecstatic to tell you about our new size chart – it’s “perfect.” For over a year we have been working on a way to remove the negativity experienced by many when shopping gendered or traditionally sized clothing. Fashion at its core is about people, and it’s about time our industry recognises that. Artclub and Friends proudly presents our Perfectly Gender-Neutral Size Chart©. We will now make pieces in the following sizes: Perfectly Extra Small, Perfectly Small, Perfectly Medium, Perfectly Large and Perfectly Extra Large. If you’d like to learn more please visit the “Size Chart” tab on our website or message us directly.

A post shared by Artclub and Friends (@artclubandfriends) on Jun 6, 2018 at 6:15am PDT

Clothing labels are indicated as ‘perfectly’ small or ‘perfectly’ large because regardless of size, everyone is beautiful and size does not matter. The brand is embracing the ideals of self love and self expression with their original labelling. A size chart is available to find the ideal fit and ensures that all pieces are gender neutral.

The inclusion of a ‘free size’ is designed to fit all and the public is welcoming this movement with open arms.

Available online now. Our Classic Throw-Over Coat in Russet – Cut from a warm wool-blend – Gender-neutral easy fit coat that is incredibly soft to the touch, it’s perfect to layer with and throw over a jacket or sweatshirt on colder days or wear it over a tee on warmer days. – A warm russet colour palette of browns and charcoal with a taupe acetate lining. – Locally and ethically made in Cape Town Available in one easy-fit size. . . . . . #artforsale #artclubandfriends #contemporaryart #fairtrade #buylocal #capetown #locakislekker #whatstrending #genderneautral #unisex #artwear #artclub #capetownfashion

A post shared by Artclub and Friends (@artclubandfriends) on Jun 2, 2018 at 12:25am PDT

One user commented, “Yes! Amazing! The world needs this” along with others sharing their experience of labels catering to specific sizes only, indicating the lack of access for all.

Robyn Keyser gave us more insight into the importance of this movement,  “As designers we have a huge responsibility in terms of the power we are given to change the way people perceive themselves. Your body is your canvas, your vessel. It’s not an easy journey coming to truly appreciate the gift that is your body, but Artclub and Friends can play a small role in your journey to getting there. There is nothing more rewarding then seeing the smile on someone’s face when I ask them which size they are and they reply ‘I’m a perfectly extra-large, thank you’.”

Art Club and Friends has taken a progressive stance on making fashion an all inclusive experience.

Picture: Pexels