Shapewears popularity decline in India as consumers adopt body-inclusivity
Growing acceptance of unique body shapes seems to be taking the steam out of the Indian shapewear market. Reports indicate, the shapewear market in India is on a decline with people no longer wishing to ‘correct themselves’.
Rise in individualistic apparel styles
Studies show, consumers no longer care about others opinion of their body shapes, their clothes and popular trends. They are more confident of their body type, and are look beyond the normal standards of beauty, says Soumya Tandon, Model. Also, consumers no longer cling to traditional toxic beauty standards and are open to buying clothes made for different body types, explains actor Shreya Navile. This is leading to the introduction of many individualistic styles in the market.
Setting new beauty standards
As against its earlier perception of beauty, where perfection equaled to a slim body, a fair face and sharp features, the fashion industry now is reinventing beauty standards as it looks for new faces and bodies. Tired of being inspired by unrealistic and unhealthy body aspirations, the Indian fashion industry now aims to set its goals around consumers with identifiable body shape, adds Navile.
Inculcating body positivity in early years
However, the industry needs to adopt an adequate approach to resolve body issues. It needs to encourage schools and homes to inculcate body positivity amongst young Indians in their formative years.
