Inclusivity and Diversity in Fashion: Strategy or Values

Fashion has historically been an exclusive and highly selective industry — a distant world where trends were set by an elite few and seen only in glossy magazines or on far-away catwalks. In recent years, fashion has democratized, moving beyond glamorous runways to embrace a more inclusive vision. As many industries adopt diversity and inclusivity as core values, fashion stands at the forefront of the conversation.

The shifts in the fashion industry manifest in ways that impact consumers and industry professionals. The fashion industry is now designing clothes that celebrate body diversity, with brands offering plus-size options to suit a broader range of body types. Internally, diversity has also grown, with the modeling world increasingly choosing people of color and other underrepresented groups to represent different designers. For example, at its most recent fashion show in New York City, Victoria’s Secret showcased a more diverse lineup than at past shows. Notable models included Ashley Graham and Paloma Elsesser, both plus-size models known for their activism in promoting body diversity. 

While many have supported these changes, others are skeptical about the motives driving the fashion industry’s dramatic embrace of diversity and inclusivity. 

From an economic perspective, adopting these values can have significant strategic advantages that help brands broaden their customer base. Inclusivity and diversity can influence marketing strategy, enhance brand purpose, build trust and strengthen customer loyalty.

For example, Nike has long been recognized for focusing its business strategy on diversity and inclusivity. In its advertising campaigns and product offerings, Nike often showcases athletes from various backgrounds, sizes, and abilities. In 2018, Nike launched its “Dream Crazy” campaign, which featured civil rights advocate and professional quarterback Colin Kaepernick and a diverse array of female athletes, activists and influencers. The company’s sales surged 31% in the days following the campaign, proving that taking a stance on social issues can boost revenue.

Aerie, a popular women’s clothing brand, is another example of how inclusive values offer positive economic benefits. Aerie is well-known for its commitment to body positivity and inclusivity and offers a wide range of sizes to suit different body types. This differentiates the brand from its competition and appeals to previously underserved markets. Aerie uniquely uses unretouched advertising campaigns promoting a message that celebrates body positivity. These strategies allow the brand to appeal to a more diverse group of customers while expanding its market share, aligning with a broader trend of satisfying consumer demands for representation while driving profitability.

While this progress is encouraging regardless of its motive, some wonder if the fashion industry has truly embraced its stated values. Vogue business journalist Maliha Shoaib found that in a recent UK census on diversity in fashion, “Only nine percent of executive roles are held by people of color, the findings show. By sidelining diversity, fashion companies are leaving money on the table.” The study reported that while 47% of models on catwalks and in advertising are people of color, only 9% of decision marketing roles were filled by people of color. This data suggests that the fashion industry may be posturing outwardly to pacify customer demands without truly adopting the values they profess to hold.

Today, consumers, especially younger generations, demand genuine purpose from brands, not just performative messaging. Companies now face a strategic imperative: embrace true values and commitments or risk losing credibility. This shift requires embedding authenticity into every facet of the industry, building trust and long-term connection with an increasingly discerning public.

The fashion industry has made tremendous progress toward greater inclusivity and diversity, but the journey is far from complete. True progress will require more than just showcasing diverse models in advertising and on catwalks. Industry leaders must implement their values at every level, from design processes to hiring practices, from supply chain decisions to customer experiences. Ironically, for diversity and inclusivity to truly become one with the industry, fashion must stop focusing solely on external appearances and look inward to make meaningful progress.

Photo Caption: Fashion Models

Photo Credit: Pixabay