Fit + Flatter spreads positive message

Fit + Flatter is the latest venture to take part in our popular Startup Stories section.

This is a fashion platform helping consumers find their ideal fit. “Driven by our belief that all shapes, sizes, and ages should be represented in the fashion industry, it brings together a curated selection of clothing categorised and modelled by women of various shapes and sizes with a similar shape,” Founder, Malina Padgett, tells RTIH. “We partner with fashion brands and boutiques to photograph, style and feature clothing on our Reviewers – a group of women who are not professional models, but are relatable, everyday women.”

Fit + Flatter made its debut in 2017 with a soft launch to test what would work best with its partners and audience. After spending the first half of 2017 in test mode, it relaunched later that year with a more streamlined platform and user experience.

“Since then, we’ve continued to tweak, but we consistently hear from clothing companies and consumers how thrilled they are with what we are doing and the message we are sending,” says Padgett. “Consumers love seeing women who look like them represented and companies know this, but until Fit + Flatter there wasn’t a good avenue to efficiently run campaigns with detailed reviews and a lot of diversity.”

Read the full interview here.