Based in Toronto, Canada, Ninety-Eight is an inclusive womenswear brand celebrating the beauty of realistic body shapes. Recognizing that one sizing model does not fit all consumers, the label offers pieces catering to the "other 98% of women." These clothes address a common sizing gap in the fashion industry and are designed to fit and flatter a variety of body shapes -- from classic, circle and inverted triangle, to triangle, rectangle and hourglass.
Allowing consumers to shop their shape online, Ninety-Eight also prides itself on choosing washable fabrics for added function. Its "dry clean never" stance was another idea founders Maggie Murphy, Michelle Germain and Andrea McPhall came up with. The functional fabrics ensure that Ninety-Eight's inventory is travel-friendly and ideal for women with both a realistic body shape and an on-the-go lifestyle.
In terms of selection, the label's offers everything from versatile shift dresses and skirts to functional wrap shirts, blazers and vests.
Key Themes Behind This Trend
- Shape-specific Womenswear
- Ninety-Eight is disrupting the fashion industry by offering clothing that caters to realistic body shapes, addressing a common sizing gap.
- Inclusive Fashion
- Ninety-Eight celebrates the beauty of all women by offering clothing for a variety of body shapes, promoting inclusivity in the fashion industry.
- Washable Fabrics
- Ninety-Eight's choice of washable fabrics not only adds function to their clothing, but also appeals to women with an on-the-go lifestyle.
Where This Applies
- Fashion
- The fashion industry can learn from Ninety-Eight's approach to offer shape-specific clothing, promoting inclusivity in fashion and addressing the common sizing gap.
- E-commerce
- Ninety-Eight's online platform allows consumers to shop for clothing specifically designed for their body shape, highlighting the potential for personalized shopping experiences in the e-commerce industry.
- Travel
- Ninety-Eight's travel-friendly clothing made with washable fabrics presents an opportunity for disruption in the travel industry by offering functional and stylish clothing for women on the go.
