SHORTCHANGED
Background
Approximately half the population of women in the UK is Petite (under 5’4”), however, petite women still struggle to find clothes for every occasion, that fits well and are the correct length. Professional working women struggle the most to find mature clothes as most petite ranges are not proportioned correctly or have a youthful style. This leads to shame and embarrassment which can affect confidence, especially in a workplace environment.
Solution
Shortchanged is a movement for petite women to use their voice to call out mainstream fashion brands’ ignorance to petite fashion. The aim is to unite petite women and push the fashion industry to recognise the needs of petite women in the hopes of getting better fit, better options and better representation.
Research
Many petite women face the same struggle to find clothes that fit. The main cause of the problem is due to fashion brands who think petite fashion is too niche so aren’t investing time and money in providing suitable clothing. A good fit can make women feel confident and beautiful and petite women deserve to have the same choice like everyone else.
Ideation
The aim of the movement is to challenge fashion brands to improve and provide more suitable options for petite women. I picked out the best touchpoints by taking in mind sustainability and how to reach professional working women during their busy lives. The concept is to gather stories and frustrations from petite women which will lead to a public stunt of the delivery of ‘The Big Letter’ which is sent directly to brands.
Solution
The aim to unite as many women as possible using ill fitted posters and billboards that represent the constant struggle for petite women finding clothes that fit. Women will resonate with the bold statements relating the pain of finding mature petite clothes. Further outreach will be targeted in stores and online to connect with petite women across the UK.
The website provides all the details and updates about the movement including resources and how to get involved. From trailing trousers to baggy blazers, petite women can share their #PetiteFails to prove that petite women deserve better clothes and help us target the brands that are failing women the most.
Click through the website prototype: https://www.figma.com/proto/iujLruzgIRK4x3GZ8gcpm6/Shortchanged-Website?page-id=4123%3A245&node-id=4186-438&t=fxIl9WCeddVOv44F-1
Letters will appear across the UK and then delivered straight to fashion retailers to attract the public and media. The delivery will be recorded and shared on our social media to gain more attention to the movement.
Social media and petite influencer collaborations will raise awareness to more petite women who are being shortchanged by the fashion industry and encourage more women to get involved.
