aLL: MAKING BODY POSITIVE, PLUS SIZE FASHION THE NEW NORMAL

aLL– which firmly believes that fashion is gender-and-size agnostic – is the largest plus-size fashion retail brand in the country, with a pan India network of 79 EBOs. It also has an online store – www. allonlinestore.in as well as an app.

- Charu Lamba

The future of fashion is fat! Brands across the board are scrambling for ‘body size’ inclusivity, catering to curvier women and broader men all over the world. While some brands are including attire for plus-size consumers, other retailers are going all out and announcing new brands that only cater to this segment of the population.

India too is waking up to the fact that body size inclusivity is the new normal. Trying to do away stereotypes is plussize brand aLL – The Plus Size Store.

Launched in 2005, aLL – which has managed to carve a niche for itself in the Indian apparel industry – conforms to the ‘style goes beyond size’ view. A pioneer of plus-size fashion in India, aLL houses a wide array of ready-to-wear fashionable western and ethnicwear as well as accessories for brand conscious plus-size customers, using regular plus size people with regular day jobs as their muse and models. The brand offers the latest trends with new cuts, styles and silhouettes – something which is not so easily available – so its customers always feel fashion-forward.

aLL– which firmly believes that fashion is gender-and-size agnostic – is the largest plus-size fashion retail brand in the country, with a pan India network of 79 EBOs. It also has an online store – www. allonlinestore.in as well as an app.

As per its parent company Future Lifestyle Fashions’ Q3 FY19 investor update, aLL’s app saw 19,000+ downloads and contributed up to 39 percent in online sales. The brand made ₹52 crore in MRP sales and ₹46 crore in retail sales in the last one year. In a freewheeling chat with IMAGES Business of Fashion, Hetal Kotak, CEO, aLL talks about the brand’s journey, ideology and growth prospects.