BRITISH BRAND FATFACE LAUNCHES PETITE SIZE RANGE: A STEP TOWARDS INCLUSIVITY IN FASHION
By: Prachi Khatri
Petite fashion has long been an under the radar segment of the clothing market. Most clothing brands cater to taller models, leading to limited style options for individuals with shorter frames. Petite fashion is often associated with being slim, rather than focusing on proportional adjustment. Women 5’4” and under are considered petite in size and often face issues finding well-fitted apparel. Despite being an industry of over 48 billion globally, petite fashion remains underrepresented.
British brand FatFace has made a significant move in the petite fashion world. The brand launched a wide range of petite-size clothes in response to growing demand for inclusive sizing from its customers. Established in 1988, FatFace is a popular British brand known for its durable clothes inspired by the ‘live life in’ ethos. The brand operates globally with various stores across the UK.
Source: FatFace website
FatFace’s move to introduce petite clothing is a pivotal move, as today’s customers seek brands that cater to varied body types. More brands are focusing on people's needs and wants when thinking inclusively.
According to recent research, around 30% of women in the UK are classified as petite, i.e., 5'3" (160 cm) or shorter. Whereas the global population of petite women constitutes half of the world’s female population. Despite making up a large portion of the female population, petite fashion remains neglected.
Many of these women face challenges to find well-fitted clothes from the width of the shoulder to the size of the hips and arms. Too long of an arm length, overwhelming dresses, not enough variety, pockets that land awkwardly, fewer colors, and a dowdy style are some of the struggles that petite women face. As the petite segment forms a very large portion of the population, it’s clear that the appetite for petite fashion is on the rise now more than ever.
Source: FatFace website
FatFace's new range taps into this gap in the fashion industry to attract all customers so that it can become a one-stop shop for all body types. The website quotes, “At FatFace, we believe great style should fit you, not the other way around. Our Petite dresses are crafted specifically for women 5'3" and under, with proportions carefully adjusted across the shoulders, waist, hips, and sleeve lengths to ensure a flattering and comfortable fit from top to bottom.”
The collection includes everything from casual jeans and T-shirts to formal wear, dresses, and much more. So if you are petite women and tired of rolling up the sleeves and adjusting the hem height, check out the brand collection at www.fatface.com. The entire range is not only high quality and great designs but also affordable. Most products range from GBP 50 to GBP 90.
A TikTok user, @Stealmystyle40, shared a jumpsuit from the collections: “lovely Tencel material and super comfy to wear. one can easily dress up or down.”
The Face Petite collection is thoughtfully designed to complement shorter proportions without sacrificing the comfort and style. The brand is also well known for its sustainable clothes, and petite fashion is designed to ‘bring the best in everyday looks.’ The brand is dedicated to offering adaptable styles without sacrificing the fit. The meticulous details like shortened ham, raised waist, and shorter ham make it stand out.
Source: FatFace website
The instruction of this new range has not only made the brand truly inclusive, but customers feel represented of all shapes and sizes. It is also a great strategy for brands to attract customers that previously felt alienated due to the non-availability of size-inclusive options.
Several users on TikTok are praising the brand’s style and its clothes. "Finally, a brand that gets how tough it is to find clothes that actually fit! The petite jeans are perfect—no more having to roll them up!"
FatFace’s inclusive size range marks an important step towards inclusivity and a reminder for other brands to recognize the diverse body types to offer customers an empowered shopping experience. Fashion should be for everyone—regardless of shape and size—and every woman should feel confident and represented wearing it.