September 25, 2021

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
https://www.christinastephens.com.au/

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.

#Accountability

Chances are you won't find many (or any) but I'll happily be proven wrong!

Thing is...

*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.

#PutMyMoneyWhereMyMouthIs

Happy shopping!

I hope you all have a wonderful day 😘xx

Video credit: Studio 10, Channel 10 Network, Australia



Also in Media

Adapting Fashion to a New Market
Adapting Fashion to a New Market

January 05, 2022

Australian clothing label Christina Stephens is pioneering the adaptive fashion movement, offering people with disabilities and changing bodies beautiful and functional wardrobe choices.
Christina Stephens celebrates IDPwD with three big announcements
Christina Stephens celebrates IDPwD with three big announcements

December 13, 2021

The brand has today announced its expansion into menswear, revealed a new limited-edition printed t-shirt range and introduced new colours to its womenswear range. 

Jessie Makes the Power 30 List in Ragtrader's Top Influential Fashion Leaders
Jessie Makes the Power 30 List in Ragtrader's Top Influential Fashion Leaders

November 03, 2021

Jessie Sadler has made it her mission to create inclusive clothing, after witnessing the difficulties her mum had dressing herself after a fall. She's now just made #24 on Ragtrader's Power 30 list of influential fashion leaders.