Long Tall Sally Reinvents the Form of an Old Woman's Body to Become
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Title : Long Tall Sally Reinvents the Form of an Old Woman's Body to Become
Champion of Diversity in Form in Fashion
link : Long Tall Sally Reinvents the Form of an Old Woman's Body to Become
Champion of Diversity in Form in Fashion
Long Tall Sally Reinvents the Form of an Old Woman's Body to Become Champion of Diversity in Form in Fashion
[ad_1]- The new data confirms the traditional body shape - pears, apples, hourglasses, rectangles and inverted triangles - not reflecting modern women
- 10 illustrations of new body shapes based on new data support the movement to expand the definition of body shape, with inspirational names to encourage body positivity
- According to research, 99% of women use negative words to describe their own body shape
The term 'pear-shaped & # 39; has been used to describe a woman's body since the 1800s, but new research from Long Tall Sally highlights how outdated and unrepresentative of the five standard body shapes are.
Long Tall Sally's research shows that more than 40.1 million women struggle to identify with any classic body shape. Their in-depth analysis of body measurements from women in Britain and the United States, revealed that the reason was because classical body shape failed to explain how a woman's height affects her body shape.
Front Profile New Body Shape
Measurement data of 2,000 women - including their height, shoulder width, waist, hip, inner leg and body length - were collected and analyzed by a body expert to find the most common combination of height and body measurements. The team of Garment Technology experts at Long Tall Sally then changed this grouping of measurements to make a series of ten new body shapes. Together, these new body shapes advocate diversity and showcase the more inclusive and representative lines and shapes of contemporary women's bodies.
One very striking element of this research is the astonishing negative words that women use to describe their body shape, with 99% of participants using embarrassing terms, such as' ugly chaos', 'potato & # 39; 'Disgusting' and, the most popular adjective 'fat'. Only 1% of women use positive descriptions like 'pretty', 'strong', and 'perfect'.
In naming these new body shapes, and in a refreshing contrast to yesterday's prescriptive label, Long Tall Sally has adopted empowering adjectives based on words that women use to describe other women; Extraordinary, Courageous, Inspiring, Determined, Passionate, Strong, Graceful, Strong, Fearless and Invincible.
"Our research provides evidence that the traditional approach to body shape does not represent modern women, and while the new forms that we reveal are by no means complete, they show why the fashion industry needs to adopt a more inclusive and fulfilling attitude for a wider range of body types. As part of our #TrueToMySize campaign, designers at Long Tall Sally will use this new illustration as a starting point to ensure that our new fashion range matches the more inclusive set of body shapes. "Camilla Treharne, Creative Director at Long Tall Sally.
The new forms take into account women's height, as well as horizontal measurements, creating a far more accurate representation of a woman's body shape. Strong body shape shows average height, with broader shoulders and longer body, while the extraordinary shape is slightly taller, with wider hips, waist and breasts. Body shapes with shorter than average height, wider shoulders and hips are recognized as Inspiring (all images).
Fashion Director Alexandra Fullerton said of this campaign: menyegarkan How refreshing Long Tall Sally has taken steps to balance these ancient figures and reflect the diversity and evolution of women's bodies. By finding and decoding the measurements and proportions of 2,000 women in the UK and US, and the offers offered to them, #TrueToMySize provides a far more inclusive set of forms. When your clothes are designed to fit your body, dressing is easier. A good fit is the basis of any stylish outfit and now that there is recognition of the reality of women's bodies today, everyone can be one step closer to achieving nirvana style. & # 39;
For a full set of new body shape templates, and style tips for each of Alexandra Fullerton, visit: www.longtallsally.com/truetomysize
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NOTE FOR EDITORS
All image assets are available in high resolution and can be downloaded from: https://we.tl/t-dAfshoE9om
Body Shape Ratio Problems
Analysis of body measurement data proves that a woman's height actually affects her body shape, something that her body shape does not count towards. Traditional body shapes, apples, pears, hourglasses, inverted and rectangular triangles are made using two body ratios, based on three horizontal measurements taken from the breast, waist and hips.
The big problem with this kind of classification is that this ratio does not take into account vertical measurements. New data from Long Tall Sally includes seven body measurements: traditional breasts, waist and hips; and three measurements of extra vertical height, length of inner legs and torso, and horizontal measurements of all four shoulder widths. Analysis from this comprehensive data set shows that reducing measurements by too much ratio generalizes body shape, loses the feel of how height and other vertical body measurements affect body shape.
Instead of looking at ratios, Long Tall Sally's analysis looked at grouping of women who shared similar combinations of seven body measurements, revealing at least 13 different groups, ten of which were different enough to be illustrated as a fashion template. The body shape clusters of Long Tall Sally truly represent the women surveyed, with between 100-200 women included in each group.
From participants who fit the Long Tall Sally customer profile 5 'or higher, it was found that 40% were in the' Extraordinary 'body shape group, with the remaining participants scattered among the other six groups.
The survey was conducted on 2,000 women based in the UK and the US in November 2018 by Censuswide
40.1 million women based on 20% population representation. Data source for female populations:
United Kingdom: 33,557,938
US: 167,160,856
Source: Countrymeters.info
About Long Tall Sally
Long Tall Sally is a world leader in fashion and footwear for tall women. With 10 web sites sent to more than 190 countries in the past 12 months, this brand is a global destination where style starts at 5 '' and 7 shoe sizes in the UK. Design every part of the house for perfect height, Long Tall Sally is the first choice of tall women in the entire world.
PRESSURE CONTACT
Propellernet
Stephanie Finch, PR Consultant: stephanie@propellernet.co.uk
01273 763 634
Long Tall Sally
Lauren Smoothy, PR & Communication Leader: lsmoothy@longtallsally.co.uk
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