H&M might set the standard for fast fashion, but now they’re going after the plus sized market, too. The Swedish megabrand will introduce a plus sized collection, called Inclusive, which will be sold exclusively online. Problem is, H&M doesn’t have e-commerce in the United States.
Of course that wouldn’t be a problem if the dresses were ugly, but they’re not. Frockwriter posted pictures of the 20-piece capsule collection, and also noted that the dresses in it are cute. And we agree.
From a printed halter dress to a one shoulder frock that looks more Lanvin than Ashley Stewart, all of the dresses are high waisted with full skirts — but none of them are boring. While they might be a little too sweet to satisfy everyone, there’s no denying they’re all salable garments.
The online only thing is supposed to be a nod to the way plus size women shop. When Australian designer Leona Edmiston expanded her offering to a size 24 in 2008, her research indicated that many plus sized women buy online because they’re not comfortable shopping in stores.
But again, H&M doesn’t believe in e-commerce in America, so Frockwriter says you’ll have to get online in “Austria, Denmark, Finland, Germany, Holland, Norway, Sweden, Swedish Finland and the UK” to get a piece of the Inclusive action.
Still, even though we can’t buy it, we have to say that it’s a positive move. We’ve seen time and time again the influence fast fashion has on both high-end fashion and traditional retail. If H&M is doing something, we can be sure other parts of the industry will follow.
this is some kind of spaceship or something.