As a plus size woman who loves fashion and all things stylish, I strongly relate to women who sometime feel frustrated when it comes to shopping. See I grew up in the mid 80’s, when the ideal woman was super then and the plus size section of the department stores was tucked in the far back corner of the first floor behind something. The many options today weren’t available to plus size teens or women in the mid 80’s and early 90’s. Nor were the open conversations of positive body images and self-love. That is why I love when plus size brands, like the TCFStyle Expo sponsor, Dia&Co, speak up and talk about the pressures of plus size shopping.
Today, Dia&Co launched its debut campaign, My Body First, which explores women’s emotionally-charged shopping experiences. Something many women don’t speak on, instead they withdraw from the feelings of wanting to be stylish and turn this into a negative emotion. This powerful video and the release of new statistics, the campaign calls for an approach to shopping that celebrates and prioritizes women’s actual bodies! Dia&Co Co-Founder and CEO, Nadia Boujarwah leads the conversation in this campaign and video!
“At Dia&Co, we believe that style can spark self-love, but currently, many shopping trips create the opposite effect — leaving us disheartened rather than inspired. And too often, these experiences cause us to blame our bodies rather than celebrate them. The system is broken, and it’s time for a radical change.”- Co-Founder and CEO Nadia Boujarwah
Founded in 2014 by Boujarwah and her Harvard Business School classmate, Lydia Gilbert, Dia&Co’s biggest goal is to build a truly body-positive shopping experience! They do this with these three core focuses:
- Personalization: Each Dia&Co customer receives uniquely curated boxes of clothing selected by a dedicated stylist to fit her body, her budget, and her style. Customers like the approach: Dia&Co has experienced 35x revenue growth over the past 12 months.
- Fit Technology: It’s a common frustration that standard sizing varies considerably between brands. Dia&Co has developed a proprietary approach to assessing a garment’s true fit to greatly reduce this pain point.
- Accessibility: By working directly with top brands and up-and-coming designers, Dia&Co has built a deep and diverse inventory assortment, ensuring that each customer has access to a variety of high quality, fashion-forward clothing that fits her style, no matter what her size.
This is definitely the change so many plus size women have been waiting for and it’s refreshing to see brands like Dia&Co leading the movement.We’re so excited to see this happening in the plus size community.
For more information about Dia&Co and #mybodyfirst, head over to Dia&Co.co
What do you think? Tell us about your body and shopping experience using the hashtag #mybodyfirst.