Niche of unlimited possibilities
28.10.2015 11133

Niche of unlimited possibilities

The tyranny of the standard of ideal beauty is increasingly shaken by democratic ideas about the breadth of the concept of beauty and the equality of all people. The right to vote in the fashion market is given to those population groups whose needs were previously ignored. Today we are no longer simply not surprised, but admired on the catwalk and in advertising by models in old age, full, short, non-standard appearance, with unusual leather pigmentation, models with developmental disabilities and disabilities. True, in Russia, with rare exceptions, we still have to watch these global trends from the computer screen and mobile devices.

Niche of unlimited possibilitiesOne of these rare exceptions is the Bezgraniz Couture project, for which designers develop fashion collections designed for people with disabilities. This year, the Bezgraniz Couture collection "wearABLE future", created by students of the British Higher School of Art and Design in Moscow, was shown at Mercedes-Benz Fashion Week Russia at the Manezh. The show was attended by non-professional models - people using a wheelchair, amputated, cerebral palsy and Down syndrome. The audience gave a standing ovation. But this is not so much a sign of growing social tolerance, which, judging by the recent scandal with her sister Natalia Vodianova, still leaves much to be desired, as a sign of welcome and recognition by the Russian fashion industry of the new target audience.

We would venture to suggest that the fashion market, oppressed by the crisis, sees in it partly its own reflection, but above all, of course, the potential for commercial gain, but Yanina Urusova herself emphasizes that Bezgraniz Couture is not a charitable project. No matter how cynical it may sound, it turns out that the limited capabilities of some people open up wide opportunities and a new niche for others who produce clothes and shoes. The company "Econika", which provided shoes for the show Bezgraniz Couture "wearABLE future", has already taken note of this idea. Other companies are likely to follow soon. Because after the show at the Manege, the results of the world's first research on the purchasing power of people with disabilities, conducted by experts from the School of Art and Design, Nottingham Trent University, UK, took place. “The demand for clothes and accessories that take into account the peculiarities and limitations of the body is huge, but there is practically no supply,” Yanina Urusova, founder of Bezgraniz Couture, summed up his conclusion.

The tyranny of the standard of ideal beauty is increasingly shaken by democratic ideas about the breadth of the concept of beauty and the equality of all people. Those ...
Please rate the article

Materials on the topic

Shoes mixed with clothing and decor

Shoe manufacturers and retailers are increasingly bringing new lines to the market - clothing and accessories Globalistics and the general trend for the total look are capturing more and more fashion companies. And now shoemakers are bringing to the market lines of clothing and home ...
12.04.2022 7678

Online fitting rooms and 3D avatars have already become a reality. What's next?

Artificial intelligence (AI) is rapidly moving from the realm of science fiction into our everyday life, into the reality that each of us is familiar with. Modern devices already recognize human speech, can answer questions, perform ...
20.01.2020 10634

Shoe educational program: what shoe soles are made of

“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to face his face in the dirt and be able to explain whether such a suit suits him ...
10.04.2014 927555

Membrane: legs warm, dry, comfortable. About the features of membrane baby shoes

Manufacturers, distributors and wholesale companies often come across the question of buyers: for what season are children's membrane shoes intended? Reviews and opinions on the Web on this subject are very controversial. As usual, there are two camps ...
18.12.2018 18496

"Italy in Hollywood", an exhibition opened at the Salvatore Ferragamo Museum in Florence

The exhibition is dedicated to the 1920-X-30 period, the time spent by the founder of the Salvatore Ferragamo fashion house in Santa Barbara, California.
28.05.2018 11713
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning