We want to provide solutions for more curvy women across India
Mamicha is a pioneering women’s clothing brand that champions inclusivity and slow fashion, offering bespoke fits crafted from premium Indian fabrics. Embracing every body and style, the brand is dedicated to revolutionising the fashion industry with high-quality, customised garments for all. Speaking to Fibre2Fashion, CEO & Founder Chakshu M discusses plus-size women’s fashion in India.
How should plus-size fashion brands adapt to current industry trends to better serve their customers?
One key aspect that any brand needs is the thorough spread of awareness and education and maintaining authenticity to better serve its customers by adapting to current industry trends.
Brands should strive to educate their audience about real-life challenges and concerns faced by plus-size individuals.
Utilising social media can be particularly effective in this regard. Platforms like Instagram have become powerful tools for fostering a sense of community among plus-size individuals. Hashtags such as #BodyPositivity and #PlusSizeFashion help individuals find like-minded individuals and build a sense of belonging.
Moreover, brands should embrace body positivity movements and showcase diverse models in their campaigns. By using authentic narratives, brands can connect with their audience on a deeper level and build trust.
Thanks to social media, plus-size fashion influencers play a significant role in fashion and style inspiration. There is no more looking at cute outfits and wondering and wishing if they could be in one’s size. Now people see plus-size models and influencers wearing versatile fits and can relate more!
With social media interactions, people connect with everyone across the globe which leads to more words of positivity and encouragement from across the globe.
Additionally, brands can use social media to provide educational content. For example, Mamicha uses its platform to educate its audience about the design and fit considerations for plus-size individuals.
From challenging discriminatory policies to demanding better representation in media, these platforms empower individuals to collectively address systemic issues and work towards a positive change in the fashion industry to better serve customers.
In what ways can fashion brands utilise e-commerce to expand their reach to a broader audience?
Fashion brands (like Mamicha) can utilise e-commerce to expand their reach by offering a global platform for customers to shop conveniently 24/7. Through targeted marketing and personalised shopping experiences, brands can attract a wider audience and enhance customer loyalty.
Online Storefronts: Create a user-friendly and visually appealing website to serve as an online storefront. Optimise the website for mobile devices to accommodate users on different platforms.
Multi-Channel Selling: Utilise popular e-commerce platforms such as Shopify or WooCommerce to reach a wider audience. Explore multi-brand marketplaces to tap into existing customer bases.
Digital Marketing: Implement targeted digital marketing campaigns through platforms like Google Ads, Facebook Ads, and Instagram Ads. Utilise search engine optimization (SEO) to improve the online visibility of the brand’s website.
Personalisation and AI: Implement Artificial Intelligence (AI) and machine learning to offer personalised recommendations to customers based on their preferences and purchase history. Use chatbots for customer support and to guide users through the shopping process.
Virtual Try-Ons: Integrate Augmented Reality (AR) for virtual try-on experiences, allowing customers to visualise how clothing items will look on them before purchasing.
Global Shipping and Payment Options: Offer international shipping to reach customers worldwide.
Provide a variety of payment options to accommodate diverse customer preferences.
Customer Loyalty Programmes: Implement loyalty programmes to reward repeat customers, encouraging them to stay engaged with the brand.
In what ways can plus-size fashion brands promote body positivity and challenge traditional beauty standards?
Plus-size fashion brands can promote body positivity and challenge traditional beauty standards by championing diversity and inclusivity in their marketing and product offerings. This includes featuring models of different sizes, ethnicities, ages, and abilities in their campaigns and showcasing a wide range of sizes in their clothing lines.
Post-pandemic, there has been a significant change in how we as a society function. There has been a heightened awareness of personal health and well-being. Individuals across the globe have come to appreciate the significance of self-love and self-acceptance.
While there has been progress in India, there is still room for improvement in promoting body positivity and inclusivity. People have started prioritising and celebrating themselves!
Globally, the fashion industry has witnessed a shift towards inclusivity, with many brands and designers moving towards a more diverse representation of beauty. For example, Miss Nepal, Jane Dipika Garrett, became the first plus-size model to compete in Miss Universe 2023, signalling a positive change in the beauty standards.
The fashion industry needs to continue championing diversity, not only in terms of size but also in ethnicity, age, and abilities. Embracing body positivity is not just a matter of representation; it is a fundamental shift towards promoting a healthier and more inclusive perception of beauty, fostering a society where every woman feels valued and celebrated for who she is.
With the world going digital, social media has become a powerful catalyst in driving the transformation towards body positivity and inclusivity. Influencer marketing has played a very important and crucial role in making fuller-body women relatable with many body-positive influencers. Gone are the days when Magazine cover images were just as per societal standards. Editors like Nandini Bhalla have been instrumental in promoting these changes, making magazine covers more representative of diverse body types.
Overall, by embracing diversity and promoting body positivity, plus-size fashion brands can play a crucial role in challenging traditional beauty standards and fostering a society where every woman feels valued and celebrated for who she is.
Can you tell us about the inspiration behind starting Mamicha? What gap in the market were you aiming to fill?
We at Mamicha started with a strong foundation and value to address the problems any plus-size women would face. As a plus-size woman myself, I know these problems firsthand as I have faced them in and from society. It was obvious to me that I had to create a community of women who felt the same way and shared similar experiences – a community of women who are not afraid of living life unfiltered and loving themselves as the person they have become over time with their various experiences in life.
Being a plus-size woman and the founder of an Indian plus-size fashion brand, I have witnessed and been a part of the transformative journey of the plus-size fashion landscape in the country. The industry has become more inclusive and diverse in the last few years. We want to provide solutions for more curvy women across India by bridging this gap closer by enhancing inclusion and diversity.
Building this tribe was not easy. We faced much criticism from the industry, but we persevered and served more than 6,000 customers with our strong will and foundation. The hurdles we encounter are unmatched in the face of the joy of delivering happiness and confidence to people in the form of made-to-fit and measured garments ranging from L to 10XL. We also help heavier body types up to 15XL offline, designing outfits that are comfortable and stylish, and that address their needs and concerns. Seeing our customers happy motivates us to keep improving and serving our community and is our biggest inspiration.
What sets your company apart from other clothing brands in the market?
For a long time, the fashion industry in India has been focused on standard sizing, often neglecting the diverse body types and sizes that exist. But things are changing with increasing awareness about body positivity, and the industry has begun to embrace a more inclusive approach. This shift is not only driven by consumer demand but also by the increased recognition of the importance of representing and celebrating all body sizes.
Brands, including mine, have recognised this untapped market potential in catering to plus-size women, leading to the creation of specialised collections that prioritise both style and comfort. The emergence of several courageous plus-size people who have used the power of social media to challenge traditional beauty standards and promote self-acceptance and body positivity is a key driver of the change.
Plus-size fashion in the past was quite limited and the brands had an unexciting range of clothing with no options, stereotypical designs, and very standard colour options. At Mamicha, we design clothes keeping various Indian body types like apple, pear, rectangular, hourglass, and so on in mind. We help our consumers curate designer outfits as per their body shape, their problematic areas, concerns, and challenges in mind just a click away. The best part about what we offer is the ‘freedom of customisation’ as we are a made-to-order brand, setting us apart from other clothing brands in the market.
The fashion industry in India is gradually shifting towards a more inclusive mindset, with fashion shows featuring diverse models, and campaigns celebrating body diversity becoming more common. Major fashion events are starting to showcase collections that are representative of a wider range of sizes, challenging the traditional norms that have prevailed for so long. While the landscape is evolving positively, there is still work to be done. Challenges of changing societal perceptions and overcoming ingrained biases within the industry persist.
As a founder in this space, I am committed to contributing to this evolution by providing stylish and empowering options for plus-size women with Mamicha, ultimately helping redefine beauty standards in India.
Our ‘tribe’ is our ‘pride’.
What does ‘fashion with purpose’ mean to Mamicha, and how does the brand embody this ethos?
Interesting question! I am glad someone asked. For Mamicha, ‘fashion with purpose’ means that we want to create a positive change and bring a revolution in the fashion industry. At Mamicha, we embrace and celebrate everybody, every face, every shape, every size, and every age!
You can see on our social media channels and website how our models and clients wear Mamicha outfits with confidence and joy because we not only celebrate inclusivity but also body positivity. They showcase their stretch marks with pride, grace, and elegance as a sign of embodying their strength and beauty.
This purpose-driven approach transcends mere fashion; it embodies a movement towards empowerment and self-acceptance. Through our designs and messaging, we aim to inspire others to embrace their uniqueness and celebrate their individuality with pride.
As a size-inclusive brand, how do you ensure that every customer feels represented and valued?
Mamicha prioritises creating a safe and empowering space for every woman. We understand that clothing is more than just fabric; it is a reflection of one’s identity and personal style. That is why Mamicha offers a diverse range of styles, sizes, and fits to cater to the unique preferences and needs of our customers.
From our inclusive sizing options to our diverse representation in marketing and advertising campaigns, Mamicha strives to ensure that every individual sees themselves reflected in our brand. Our commitment to inclusivity goes beyond mere representation; it is about fostering a sense of belonging and empowerment among our customers.
Additionally, Mamicha actively engages with our community through various channels, including social media, events, and customer feedback platforms. We listen to our customers’ voices, understand their concerns, and continually evolve our offerings to better serve their needs.
By championing diversity, inclusivity, and self-expression, Mamicha aims to inspire confidence and boldness in individuals, regardless of their size or shape. We are proud to be a revolutionary brand that is rewriting the rules of the fashion industry, inspiring countless people to embrace their uniqueness and live unapologetically.
Could you explain Mamicha’s approach to sizing and why it differs from traditional methods?
With our in-depth understanding of Indian body types, particularly among plus-size individuals, Mamicha’s approach to sizing varies significantly from traditional methods. We recognise that body proportions can vary greatly, with upper and lower body sizes sometimes differing or the waistline presenting its unique measurement challenge.
To address these complexities, we conducted extensive research, including primary and secondary studies, as well as pilot studies, to develop a comprehensive sizing chart for the Indian body sizes. This chart aims to provide our clients with a clear understanding of their body measurements, helping them select the perfect fit without confusion.
As a made-to-order brand, we produce garments only upon receiving an order, eliminating the need for excess inventory. This allows us to customise each handcrafted piece according to the client’s specific measurements. Additionally, we collect information on the customer’s height to ensure accurate length adjustments, such as sleeve and empire line proportions.
Furthermore, we incorporate a generous 3-inch margin in all our garments, providing flexibility for future alterations and ensuring long-term satisfaction with the fit. Our meticulous approach to sizing reflects our commitment to offering personalised, tailored solutions that cater to the diverse needs of our clientele.
How does the company incorporate sustainability and ethical practices into its production processes?
We recognise that the fashion industry is one of the largest pollutants in the world. Mamicha has adopted a Made-To-Order model, minimising waste and environmental impact by producing garments only upon customer request. This approach also reduces returns commonly caused by sizing issues, contributing to a more sustainable shopping experience.
Additionally, we carefully source materials from ethical suppliers, prioritising eco-friendly alternatives whenever possible. By embracing slow fashion principles, we offer customers the opportunity to make environmentally conscious choices without compromising on style or quality. Through these initiatives, Mamicha strives to lead by example, promoting sustainability and ethical practices throughout the supply chain and inspiring positive change in the fashion industry.
Can you walk us through the process of creating a made-to-order garment at Mamicha?
The process of creating a made-to-order garment at Mamicha is a meticulous and thorough journey that begins months before the garment is crafted. It involves a blend of creativity, research, and attention to detail to ensure that each piece is not only beautiful but also functional and confidence-boosting for the wearer.
The process typically starts with conceptualising the design and silhouette of the garment, taking into account the diverse body types of Indian plus-size individuals and considering various occasions and seasons. This phase involves extensive research, sketching, and experimentation to develop flattering designs that cater to our clientele.
Simultaneously, the selection of fabric and development of prints are carefully curated to align with the envisioned design aesthetic. Test fittings are conducted to fine-tune the fit and silhouette of the garment, ensuring optimal comfort and style.
Once all aspects of the design, fabric, and fit are finalised, the garment production begins. This phase involves skilled craftsmanship and attention to detail to bring the design to life. It typically takes a minimum of 3-4 months from concept to completion.
Furthermore, Mamicha prioritises diversity and inclusivity in our brand imagery. We ensure the representation of models of various sizes, shapes, ages, colours, and ethnicities in our photo shoots, reflecting the inclusivity that we stand for as a brand.
In what ways does the company contribute to promoting slow fashion, and why is this important to the brand?
Mamicha contributes to promoting slow fashion primarily through its Made-To-Order feature, which minimises waste and ensures each garment is tailored to the customer’s specific measurements. This approach encourages thoughtful consumption and reduces the environmental impact typically associated with fast fashion.
Furthermore, Mamicha emphasises the preservation of Indian textile and craftsmanship traditions. In an era where machinery often replaces handmade techniques, Mamicha seeks to support artisans and their communities by showcasing their skills and promoting their artistry. By showcasing these traditional techniques in our garments, Mamicha not only supports the artisans but also helps in keeping these art forms alive by choosing handloom cotton weaves. This assumes significance because some old-age Indian textiles such as Patta Chitra, Rogan Painting, Mithila (Madhubani) Art, Toda Embroidery, Parsi Embroidery, and Patola Saree are dying.
This dedication to slow fashion is essential for the vision, mission, and operations of Mamicha as it not only benefits the environment but also helps sustain traditional crafts and the livelihoods of artisans, aligning with Mamicha’s values of inclusivity, sustainability, and cultural preservation.
How does Mamicha ensure the highest quality of fabrics and craftsmanship in its garments?
All fabrics at Mamicha undergo a rigorous process of strict quality checks by our team before being selected for use. The selected fabrics are then tested multiple times by me and my mother, who is a co-founder of the brand. Once approved, various designs are created, and garment samples are sent to a select group of curvy friends and family for trial and review from a customer perspective.
To maintain quality, Mamicha follows a strict pre-shrink and pre-dye process. This ensures that our customers do not face any issues with the fabric, colour, or fit of their garments. Before dispatching, each garment undergoes a two-step quality check. Master ji checks the measurements, stitch quality, and seams, while the seamstress inspects the buttons and trims. This meticulous attention to detail guarantees that every Mamicha garment meets our high standards of quality before reaching our customers.
Looking ahead, what are your plans for the future growth and development of Mamicha, both in terms of product offerings and market expansion?
Looking ahead, Mamicha plans to expand its product offerings by focusing on research and development. We aim to introduce more functional and versatile products, offering a wide range of colours and silhouettes. Our goal is to break away from stereotypical ideas that limit plus-size bodies to certain colours, prints, and designs. Our focus will remain on providing exceptional customer service and maintaining our commitment to sustainability and ethical practices.
We also plan to introduce product lines that offer plus-size workwear and plus-size loungewear.
Further, we plan to go offline and build a concept store for Mamicha which not only offers our premium plus-size clothing but also gives a feeling of togetherness and community.
We aim to indulge in more community-building activities where women from all walks of life come together to help and uplift each other.
How can fashion brands address the specific needs of customers regarding fit, style, and fabric choices?
Mamicha addresses the specific needs of customers regarding fit, style, and fabric choices through its made-to-order model. By offering custom-fit garments, Mamicha ensures that each customer receives a perfect fit tailored to their measurements. Additionally, Mamicha offers a wide range of styles and fabric choices, allowing customers to select designs and materials that suit their preferences and needs. This personalised approach ensures that every customer receives a garment that not only fits well but also reflects their individual style and comfort preferences.
Other fashion brands can also address these specific needs of customers regarding fit, style, and fabric choices by implementing similar strategies to Mamicha’s made-to-order model. This includes offering customisation options for fit, such as providing a range of sizes and offering alterations services. Additionally, brands can diversify their style offerings to cater to a wide range of tastes and preferences, and they can also offer a variety of fabric choices to accommodate different needs for comfort and functionality. By prioritising customer feedback and incorporating it into their product development processes, brands can ensure that they are meeting the specific needs of their customers in terms of fit, style, and fabric choices.
What advice would you give to someone embarking on starting their plus-size fashion brand?
For someone starting their plus-size fashion brand, it is important to recognise the growing demand in this niche market. The increasing number of brands entering this space indicates a need for more options and variety for the target audience. Brands like Mamicha, Sand by Shirin, and Amydus have shown that there is room for innovation in design aesthetics and language, moving away from traditional big brands like M&S and H&M.
The future of plus-size fashion in India looks promising, with expectations of more innovative designs, customisation options, and inclusive runway shows and campaigns becoming the norm rather than the exception. Advancements in sizing technology, such as 3D body scanning, can play a significant role in offering a more personalised shopping experience for plus-size individuals.
Additionally, there is potential for increased retail presence, with more plus-size retail chains expected to emerge across the country. Overall, embracing innovation, inclusivity, and personalised experiences will be key to success in the plus-size fashion industry.
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