VIDEO: Inclusive fashion for people with disability - Christina Stephens interview with Studio10
Words by Lisa Cox
Life's too short to wear 💩 clothes!
These days I get around the differently ♿ but that shouldn't mean that I (or others moving/living differently) should just put up with 💩 clothing options.
This week I had the pleasure of joining Jessie Sadler, founder/CEO of #inclusivefashion collection Christina Stephens, on @channel10au
While Jessie spoke about the label, I focused more broadly on the issue of representation of disability in mainstream media and popular culture, like the fashion industry.
I set a #challenge for viewers and now I'm setting THE SAME one for YOU.
It's REALLY EASY:
1) Go onto the @Instagram feed or your favorite mainstream label or brand.
2) Scroll and see how often ANY disability is represented in some way (either in photos or captions).
3) Tag the brand below with that number.
Chances are you won't find many (or any) but I'll happily be proven wrong!
*Puts on advertising hat*
I know it's not the responsibility of brands to include every single skerrick of diversity in the world. That's unrealistic and everyone has their niche.
*Puts on business finance hat*
BUT for the bigger mainstream brands with a much wider target market, excluding disability is a really bad business model.
Brands need to recognise that people with all sorts of disabilities are valuable consumers - Research shows that we're more loyal consumers too!
Basic advertising and marketing strategy says people buy from a brand that REPRESENT THEM.
Hence, brands who don't represent disability in some way are making themselves INVISIBLE to at least 20% of the population.
I tried to think of all the MAINSTREAM brands who getting it right and CONSISTENTLY creating #VisibilityForDisability and @jockey_anz is the only one I found here in Australia.
Businesses like @targetaus @woolworths_au and #ANZbank have done ok in other areas but their socials need work.
So I guess Ren and I'll be buying up a heap of #Jockey underwear this weekend 😂 (not sponsored) since they also realise the importance of consistent inclusion.
I hope you all have a wonderful day 😘xx
Video credit: Studio 10, Channel 10 Network, Australia