Be-You-Ti-Ful – A Different Way of Looking at Sizing

Ever hate going into a store, finding that perfect “must have,” grabbing your normal size and heading off to the fitting room only to find it’s too small? I think most women have felt that sense of dismay, quickly followed by a vicious onslaught of self-criticism. If you haven’t, count your blessings and brace yourself because – get this- clothing manufacturers DESIGN this situation to happen.

Shortly after World War Two, with consumerism reaching dizzying heights in the US, marketing analysts quickly found that the more time someone spent in a store, the more likely they were to purchase something. The underlying psychology goes something like this: the more time we spend in a store, the more likely we are to want to buy something to justify the time expended in the hunt. It makes sense, right? Who wants to feverishly shop for hours and leave empty handed?

Armed with this knowledge, retailers did all they could to ensure that we spent as much time as possible shopping. One of their tricks was to deliberately change the sizing on women’s clothing so that it was no longer standardized. A size 10 was no longer a size 10 across the board – it might be an 8 in one brand, a 12 in another and so forth. And, so, women were forced to hunt out their correct size, thereby spending more time shopping and achieving the end goal of the retailer – more sales.

What was good for the retailer is inevitably bad for our self-esteem. Companies know the effect this wide variance in size has on how we view ourselves and they capitalize on it. Old Navy, for example tends to run quite large, so women can wear a size or two smaller than normal and feel a bit more confident and cheerful – something that’s very much in line with Old Navy’s branding.

Companies like Abercrombie & Fitch take a much different approach. They purposely skew their sizes to be very small thereby adding to their brand’s exclusivity. As if $88 sweatshirts didn’t make them exclusive enough; but I digress.

No industry is more notorious for their skewed size charts than the wedding and formal industry. Habitually, stores like David’s Bridal run two sizes smaller than normal clothing, quickly leaving brides-to-be and bridesmaids in full freak out mode. And who could blame them? Who wants to buy a dress that makes you feel like a cow merely because of the number on the tag?

Well, we for one don’t – and we don’t want our customers to feel that way either. So, we are happy to announce that all of Virtuous Prom’s dresses, save a few, are now only available to order with custom measurements. That’s right, for no extra charge your dress will no longer be a size number – it will be a size you! Because you are be-you-ti-ful and we hope you never let anyone make you feel otherwise!

Advertisements

Modest Fashion at the 2015 American Music Awards

This past weekend we were so excited to check out the red carpet fashion at this year’s American Music Awards.The past few award seasons have seen an increase in modest gowns and we were pumped to see what the 2015 AMA’s had in store. Unfortunately, there was noticeable lack of modesty. In fact, there were an incredible amount of outlandishly immodest gowns – one of which was actually censored by the press!

One performer, however, stood out of the crowd with her classic, modest and elegant black gown: Meghan Trainor.

image

Meghan Trainor rarely fails to impress when it comes to her modest wardrobe. You may remember her gorgeous gown from the Billboard Music Awards this past year. Yup, Meghan keeps it classy and stylish!

Billboard1

So here’s a shoutout to Ms. Trainor for not only being an amazing performer, but also for being an amazing example to young women worldwide. Here is a woman who has openly embraced her body type in a clear rejection of Hollywood’s dangerously unhealthy standards of beauty and shown young women everywhere that they can be elegant, glamorous and modest.

2014 American Music Awards -  Red Carpet

imageimage

 

 

 

 

 

 

So here’s to you, Meghan. Thank you for your shining example and for your great style!

 

Love Meghan’s style? Want to design your very own show-stopping red carpet worthy gown? Drop us a line a virtuousprom@gmail.com to get started on your very own gorgeous, custom made formal!

What’s in This Season

Last week I got asked the question, “What’s in this season?”

It’s a question I get asked asked from time to time, and while I usually know the “right” answer, the longer we are in business the more apparent it becomes that most women and young ladies aren’t interested in looking and dressing like everyone else. They’re interested in being themselves and expressing who they are.

I’m endlessly amazed by the creativity of our customers. It’s a wonderful feeling to see someone respond to one of our designs, but it’s even more exciting to see them use that design as a jumping off point for creating a dress that perfectly expresses their own tastes.

I recently had a darling customer come in to see our dress Bailey in person.

Bailey

While she liked the style, the conversation quickly turned towards another dress she spotted, Valerie.

Valerie_1

Eyes all alight, my customer (and now friend) asked if it was possible to make the skirt out of chiffon. Her mom shot her a look of warning as if to say, “Don’t push your luck!” But it was really fine – it was more than fine, it was exciting! Here was a girl who knew what she wanted and instead of pulling a dress off the rack, she was designing what would go on the rack herself. She wasn’t confining herself to the fashion dictates of another. She wasn’t boxing herself into being a cookie-cutter size. She was getting something custom made for her.

It was so exciting to see the finished product, and even more exciting when she reported that it fit like a glove. Getting this picture, however, made our week.

MadisonF

So what’s in this season? Being yourself. It’s timeless, effortless, elegant and always in fashion.