# Shape-Specific Canadian Womenswear Ninety-Eight Creates Clothing Catering to Realistic Body Types By Jana Pijak | Published 2018-05-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ninetyeight References: [ninety-eight](https://www.ninety-eight.ca/a/press-kit) Based in Toronto, Canada, Ninety-Eight is an [inclusive womenswear brand](https://www.trendhunter.com/trends/the-second-dawn) 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](https://www.trendhunter.com/trends/long-lasting-clothing) 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](https://www.trendhunter.com/trends/the-shirt-dress-collection) and skirts to functional wrap shirts, blazers and vests. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 76% | Activity: 92% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### 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. ## Related on Trend Hunter - [Size-Inclusive Shirt Collections](https://www.trendhunter.com/trends/curve-by-the-shirt-company.md) - [Shapewear Collections Expand North](https://www.trendhunter.com/trends/shapermint.md) - [Inclusive Wardrobe Staples](https://www.trendhunter.com/trends/normform.md) - [Trend-Driven Shaping Jeans](https://www.trendhunter.com/trends/spanxshape-authentic-360-denim.md) - [Transformative Shaping Dresses](https://www.trendhunter.com/trends/body-by-miraclesuit.md) - [Customizable Shapewear Collections](https://www.trendhunter.com/trends/knix-shapewear-collection.md) - [Timeless Knit Apparel](https://www.trendhunter.com/trends/mudana-clothing.md) - [Timeless Easy-Care Clothing](https://www.trendhunter.com/trends/long-lasting-clothing.md) - [Gen X-Targeted Fashion Labels](https://www.trendhunter.com/trends/regalo-studios.md)