Recently, TikToker That Other Hannah stumbled across a clothing line she thought was so ridiculous, she just had to roast it. So, the woman released a series of entertaining videos where she criticized the outfits.
"You know all those videos where we've been calling out [companies] for their absolutely ugly, out-of-touch collections for plus-size people?" That Other Hannah asked her followers. "Well, now it's time to add another brand to the list that needs to be brought to justice."
And that brand is Fashion Nova.
More info: TikTok
The fun little series has about a million views on TikTok
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Hannah covers a lot of different topics on her page including self-love, eating disorder recovery, and ending the negative stigmas that are often associated with being fat. Plus, she is also the creator of Plus Size Mystery Box. So cool!
She told Bored Panda she still can't believe that her little TikTok blew up the way it did. "I made the video because one day I was scrolling through a Fashion Nova marketing e-mail while showing my boyfriend how weird and ugly some of the items were. He said my commentary was pretty funny and suggested I make it into a TikTok," Hannah explained the origins of her Internet fame. "I had seen some other plus-size retailers getting roasted on my FYP recently, so I decided to go for it. I never expected it to get as much attention as it did."
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As a plus-size woman, Hannah often feels frustrated with the clothing choices offered to her. "Although my video was about clothing being sold by Fashion Nova, my frustration is with fast fashion (especially in plus sizes) overall," she said. "Of course, I acknowledge I am not an authority on fashion and the comments I made were solely based on my personal taste. The goal was to point out the bizarre and lazy decision-making with the items they are offering. For instance, the upside-down prints, bizarre color schemes, and charging $35+ for items that are barely a scrap of fabric."
And she's definitely onto something—the pandemic has taken a real toll on the American plus-size clothing industry. VOGUE Business reported that Ascena Retail, which owns leading US plus-size clothing retailer Lane Bryant (sizes 12-28), filed for bankruptcy in July, and more than 150 Lane Bryant stores were scheduled to close.
Lane Bryant, along with Ascena's other brands, was sold to Premium Apparel, an affiliate of Sycamore Partners. If we were to take a broader look across the fashion market, we'd see that higher manufacturing costs of plus-size apparel are frightening some investors.
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But that might be a missed opportunity. Market research by NPD suggests that plus-size in the US alone is growing at nearly twice the rate of the whole apparel market. A growth rate of 4 percent is likely for the $24 billion US market. Globally, the plus-sized market is valued at about $178 billion, with projected 4.3 percent annual growth through to 2028, Acute Market Research noted.
To put things into perspective, NPD estimates 70 percent of women in the US wear a size 14 (EU 44, UK 18) or larger. In the UK, the average woman’s clothes size is 18. However, less than 20 percent of apparel is made in those sizes. Plus-sized consumers have faced limited design options as well as inferior quality.
Whether Fashion Nova is part of the problem or the solution, it's up to you.
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"Plus size women are consistently left out of fashion trends and shopping can be daunting," Hannah said. "I often end up paying $70 or more for a single article of clothing at a typical plus size retailer. Your choices are extremely limited. The only affordable and trendy places you can shop are usually fast fashion, which is bad for the environment and also supports unethical labor practices."
"Your other more sustainable options are wildly expensive and often extremely matronly and unflattering. Not to mention that many brands don't even bother to hire plus-size models to actually display the clothes on their website. It's incredibly demoralizing and frustrating to try to find clothing as a plus-size woman."
Hannah highlighted that being able to express yourself through your personal style is important to everyone—it builds confidence and self-esteem. "We all deserve to be able to find clothing in our size, our style, and our price range without having to literally beg brands to include us," she said.