Fashion: From tradwives to bullet bras: How should fashion engage with womanhood in 2025?
- InsightTrendsWorld
- Apr 29
- 13 min read
Why is the topic trending?
Contradictory Trends in Fashion and Womanhood: The article discusses conflicting trends in fashion's portrayal of women, from regressive ideals like the "tradwife" aesthetic to debates around size inclusivity and the legacy of "girlhood," highlighting a complex and often contradictory landscape that is ripe for discussion and analysis.
Social and Political Context: The tension in fashion reflects broader cultural and political issues affecting women globally, including the rollback of reproductive rights, attacks on transgender women, and the narrowing of acceptable femininity through wellness culture. This intersection of fashion with significant societal issues makes it a trending topic.
Consumer Dissatisfaction and Demand for Authenticity: The article points to consumer fatigue with performative messaging from brands and a growing demand for genuine commitments to equity, diversity, and designs that reflect the reality of women's lives. This call for accountability and authenticity is a significant driver of current conversations.
Influence of Social Media and Algorithmic Amplification: The article examines how social media and algorithms can amplify certain narrow aesthetics of womanhood, creating a disconnect from the lived experiences of many women. This influence is a major point of interest in discussions about fashion and culture.
Financial Implications and Leadership in Fashion: The article touches upon the financial benefits of gender-diverse leadership in fashion and notes the underrepresentation of women in leadership roles within major luxury brands, linking leadership to the portrayal and representation of women in fashion.
Overview:
The article examines the fractured reflection of womanhood presented by the fashion industry in 2025. It highlights a regression in size inclusivity alongside the resurgence of conservative ideals of femininity through trends like "tradwife chic." This tension mirrors broader cultural and political shifts affecting women globally. The article argues that consumers are increasingly aware of the gap between glossy representation and real accountability, demanding more from brands than just performative messaging. It explores various aesthetics of womanhood amplified by social media, the underrepresentation of women in fashion leadership, and showcases brands that are successfully engaging with the complexity of womanhood through inclusivity, diverse representation, and a focus on real women's bodies and experiences.
Detailed Findings:
Regression in Size Inclusivity: The Vogue Business Autumn/Winter 2025 size inclusivity report shows a decrease in plus-size (US 14+) representation on runways compared to the previous season, highlighting a concerning step backward.
Rise of "Tradwife" Aesthetic: Conservative ideals of femininity, exemplified by influencers like Nara Smith and Ballerina Farm, are being rebranded as aspirational, influencing fashion trends towards modesty and traditional motifs.
Wider Cultural and Political Context: The fashion industry's portrayal of womanhood is set against a backdrop of global challenges to women's rights, including reproductive rights, the scapegoating of transgender women, and the pressure of narrow beauty standards fueled by wellness culture.
Consumer Fatigue with Performative Messaging: Consumers are increasingly demanding deeper commitments to equity, transparency, and designs that reflect the diversity of women's lives, beyond surface-level representation.
Critique of "Girlhood" Aesthetic: The once-dominant "girl" aesthetic is seen as lacking depth and often used to promote a palatable, Instagram-friendly feminism that sidesteps real issues of inequality.
Exploration of Various Femininities: Fashion is grappling with different expressions of womanhood like the "tradwife," "pink Pilates princess," and "mob wife," each with its own aesthetic codes and underlying ideologies.
Underrepresentation of Women in Fashion Leadership: Data shows that only a small percentage of major luxury brands are led by women, despite evidence of financial outperformance by companies with gender-diverse leadership.
Impact of Female Leadership on Representation: Brands led by women designers are often more successful in showcasing diverse bodies and creating collections rooted in lived experiences of womanhood.
Miu Miu's Successful Engagement with Womanhood: The brand's philosophical approach to women and fashion, its cultural initiatives, and its "anti-algorithmic" design language have translated into significant commercial growth, demonstrating an appetite for nuanced portrayals of femininity.
Aritzia's Commitment to Authentic Representation: As a women-led company, Aritzia embeds its commitment to diverse representation in its workforce and product offerings, resulting in strong revenue growth.
Brands Championing Inclusivity: Designers like Michaela Stark, Karoline Vitto, and labels like Ester Manas are prioritizing inclusive sizing and designing for a wider range of bodies, receiving critical acclaim and commercial success.
Need for Systemic Change Beyond Aesthetics: The article emphasizes that genuine engagement with womanhood requires more than just diverse casting or trend adoption; it necessitates fair treatment in the industry's operations, including factories and leadership.
Examples of Brands Driving Meaningful Change: Designers like Aurora James (15 Percent Pledge) and Stella McCartney (advocacy for fashion legislation) are pushing for tangible shifts in the industry's power structures and ethical practices.
Male Designers Supporting Inclusivity: The example of Conner Ives's "Protect the Dolls" tee demonstrates how male designers can also contribute to meaningful change and support marginalized communities.
Importance of Looking Beyond Traditional Fashion Capitals: The article highlights the need to recognize and support designers and storytellers from overlooked communities who deserve global platforms.
Key Takeaway:
In 2025, the fashion industry faces a crucial moment to move beyond surface-level representations of womanhood and engage authentically with the complexity and diversity of women's lived experiences by prioritizing inclusivity, genuine representation, diverse leadership, and a commitment to equity and fairness throughout the industry.
Main Trend:
The Demand for Authentic and Inclusive Representation of Womanhood in Fashion: Consumers are increasingly calling for the fashion industry to move beyond narrow, aestheticized portrayals of women and instead offer more authentic and inclusive representation that reflects the diverse realities of women's bodies, identities, and experiences.
Description of the Trend (please name it):
The Real Women, Real Stories Movement in Fashion: This trend signifies a growing imperative for the fashion industry to genuinely understand, reflect, and cater to the diverse realities of women. It involves moving beyond superficial trend adoption and tokenism towards embedding inclusivity in design, representation, leadership, and ethical practices to resonate with consumers who demand authenticity and recognition of their lived experiences.
What is consumer motivation:
Desire for Representation and Recognition: Women want to see themselves and their experiences reflected in the fashion they consume and the brands they support.
Rejection of Unrealistic Ideals: There is growing fatigue with narrow, often harmful, ideals of womanhood perpetuated by the industry.
Demand for Comfort and Functionality: Women want clothing that fits their bodies and their lives, not just adheres to fleeting aesthetics.
Support for Ethical and Inclusive Brands: Consumers are increasingly making purchasing decisions based on a brand's values and commitment to equity and fairness.
Seeking Empowerment and Validation: Women want fashion to empower them and validate their identities, rather than dictate how they should look or be.
What is driving trend:
Increased Awareness of Diversity and Inclusion: Growing societal consciousness around issues of representation and the need for inclusivity across all sectors, including fashion.
Power of Social Media and Grassroots Movements: Social media provides platforms for individuals to voice their experiences and demand change from brands.
Consumer Fatigue with Performative Activism: Brands that engage in superficial "woke-washing" are increasingly being called out by consumers.
Recognition of Untapped Market Potential: Brands are realizing the significant market opportunity in catering to a more diverse range of body types and identities.
Influence of Female Leadership and Designers: Women in leadership roles and as designers often bring a more nuanced and authentic perspective to representing womanhood in fashion.
What is motivation beyond the trend:
For brands, authentically engaging with diverse womanhood can lead to increased brand loyalty, positive reputation, and ultimately, greater commercial success.
For the industry, a more inclusive approach can foster creativity, innovation, and a more relevant and meaningful connection with its audience.
Description of consumers article is referring to:
Age: The article refers to "real women," "aspirational shoppers," and discusses the fading "girlhood" aesthetic, suggesting a focus on adult women across various age groups.
Gender: The primary focus is on individuals who identify as women, including cisgender and transgender women.
Income: The article touches on luxury brands and more accessible brands like Aritzia, indicating a discussion relevant to a range of income levels within the female consumer base.
Lifestyle: The consumers are portrayed as increasingly aware of social and political issues, demanding authenticity and inclusivity from brands, and seeking fashion that reflects their diverse lives and body types.
Conclusions:
The article concludes that the fashion industry in 2025 is at a crossroads and must move beyond aestheticizing and commodifying womanhood. To truly engage with women, brands need to prioritize inclusivity in sizing, representation, and leadership, while also demonstrating a genuine commitment to equity and fairness throughout their operations. The commercial success of brands authentically representing the diversity of women's lives proves that there is a strong consumer appetite for this approach.
Implications for Brands:
Prioritize Size Inclusivity: Make a genuine commitment to offering a wider range of sizes that truly fit diverse bodies, beyond just using plus-size models in campaigns.
Promote Authentic and Diverse Representation: Feature women of different ethnicities, body types, ages, and gender identities in your marketing and runway shows.
Increase Female Leadership: Recognize the value of women in leadership roles and work to create more gender-diverse teams within your organization.
Listen to and Understand Women's Lived Experiences: Engage with your female consumers to understand their needs and desires beyond surface-level aesthetics.
Be Accountable and Transparent: Go beyond performative messaging and demonstrate real commitments to equity, sustainability, and fair labor practices.
Support Initiatives Driving Real Change: Engage with organizations and pledges that aim to hold the industry accountable and promote inclusivity and diversity.
Implication for Society:
Fashion has a significant influence on societal perceptions of beauty and womanhood. A more inclusive and authentic representation can contribute to more positive and realistic ideals.
Recognizing the diversity of women can challenge harmful stereotypes and promote greater acceptance and understanding.
Implications for Consumers:
Women can expect to see a greater variety of styles and sizes available, making it easier to find clothing that fits their bodies and reflects their personal style.
Consumers will likely continue to demand more from brands and will have more power to support those that align with their values.
Implication for Future:
The fashion industry will likely see a continued shift towards greater inclusivity and authenticity as consumers become more empowered and vocal about their expectations.
Brands that fail to adapt and genuinely engage with the diversity of womanhood risk becoming irrelevant to a significant portion of the market.
We may see a rise in brands founded by women and those from marginalized communities who are inherently more attuned to the need for authentic representation.
Consumer Trend (name, detailed description):
Demand for Authentic and Representative Fashion: This trend describes the increasing expectation from consumers, particularly women, for the fashion industry to showcase and cater to the diversity of real women's bodies, identities, and experiences in an authentic and meaningful way, moving beyond superficial or tokenistic approaches.
Consumer Sub Trend (name, detailed description):
Value-Driven Brand Choice Based on Inclusivity and Ethics: Consumers are increasingly making purchasing decisions based on a fashion brand's demonstrated commitment to inclusivity, diversity, ethical practices, and alignment with their personal values regarding the representation and treatment of women and marginalized communities.
Big Social Trend (name, detailed description):
The Rise of Intersectional Feminism and Social Justice Awareness: This broader social trend involves a growing understanding of the interconnectedness of various forms of inequality and a demand for social justice and equity for all individuals, including the authentic and inclusive representation of women in media and culture.
Worldwide Social Trend (name, detailed description):
Global Call for Diversity, Equity, and Inclusion (DEI): Across the world, there is an increasing movement towards recognizing and celebrating diversity in all its forms and ensuring equitable opportunities and inclusive environments across various industries and societal structures, including fashion.
Social Drive (name, detailed description):
The Fundamental Need for Belonging and Recognition: All individuals have a basic human need to feel seen, represented, and accepted. In the context of fashion, this translates to a desire to see oneself and one's experiences reflected in the brands and products they consume.
Learnings for brands to use in 2025: (bullets, detailed description)
Embed Inclusivity at Every Level: Inclusivity shouldn't be just a marketing tactic; it needs to be integrated into your company culture, design processes, and leadership teams.
Go Beyond Tokenism: Don't just feature diverse models in campaigns; ensure your product offerings and internal structures reflect a genuine commitment to inclusivity.
Listen to Your Audience: Actively seek feedback from diverse consumer groups to understand their needs and preferences.
Invest in Responsible Design and Production: Creating truly inclusive and ethically produced clothing may require more time and resources, but it's a worthwhile investment that resonates with consumers.
Be Transparent and Accountable: Communicate your efforts towards inclusivity and be willing to be held accountable for your actions.
Strategy Recommendations for brands to follow in 2025: (bullets, detail description)
Conduct a Comprehensive DEI Audit: Evaluate your brand's current practices and representation across all aspects of your business to identify areas for improvement.
Expand Size Ranges Authentically: Invest in design and production to offer a truly inclusive range of sizes that are well-fitted and aesthetically considered.
Diversify Your Teams: Make a concerted effort to increase representation of women and individuals from diverse backgrounds in leadership and creative roles.
Partner with Diverse Influencers and Creators: Collaborate with individuals who authentically represent different body types, ethnicities, and identities.
Support Organizations Promoting Inclusivity: Consider partnering with or supporting organizations that are working to advance diversity, equity, and inclusion within the fashion industry and beyond.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):
In 2025, fashion must embrace the "Real Women, Real Stories Movement" by moving beyond superficial aesthetics and committing to authentic and inclusive representation of the diverse realities of women in all aspects of the industry, from design to leadership.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, brands and companies in the fashion industry should prioritize a genuine and holistic approach to inclusivity and authentic representation of women. This involves conducting thorough internal audits of their DEI practices, expanding size ranges with a focus on fit and design, diversifying their teams at all levels, actively listening to and engaging with diverse consumer groups, partnering with diverse creators and influencers, and demonstrating a clear and transparent commitment to equity and ethical practices throughout their value chain. By doing so, brands can build stronger connections with consumers who are increasingly demanding authenticity and representation, ultimately fostering greater brand loyalty and commercial success.
Final Note:
Core Trend:
The Real Women, Real Stories Movement in Fashion: A growing demand for the fashion industry to authentically and inclusively represent the diversity of women's bodies, identities, and lived experiences.
Core Strategy:
Embed Diversity, Equity, and Inclusion at All Levels: Brands should integrate DEI into their company culture, leadership, design processes, and marketing efforts to genuinely reflect the diverse realities of women.
Core Industry Trend:
Increasing Consumer Demand for Authenticity and Inclusivity: The fashion industry is facing mounting pressure from consumers to move beyond tokenism and provide genuine representation and cater to a wider range of body types and identities.
Core Consumer Motivation:
Seeking Representation, Recognition, and Empowerment Through Fashion: Women are motivated by the desire to see themselves and their experiences reflected in the fashion they consume, seeking brands that empower and validate their diverse identities.
Final Conclusion:
The article powerfully underscores the urgent need for the fashion industry to evolve beyond outdated and narrow portrayals of womanhood. By embracing the "Real Women, Real Stories Movement" and prioritizing authenticity and inclusivity, brands can foster deeper connections with consumers, contribute to a more equitable and representative society, and ultimately position themselves for greater success in 2025 and the future.
Core Trend Detailed (The Real Women, Real Stories Movement in Fashion):
Description: This core trend signifies a profound shift in the fashion industry, moving beyond superficial aesthetics and tokenism towards a genuine and comprehensive representation of the diverse realities of women. It encompasses a growing demand from consumers for fashion that acknowledges and caters to a wide spectrum of body types, identities, experiences, and values. This movement calls for inclusivity not just in marketing campaigns and runway shows but also in design, product offerings, leadership within fashion organizations, and ethical practices throughout the supply chain. It emphasizes authenticity and a rejection of narrow, often harmful, ideals of womanhood that have historically dominated the industry.
Key Characteristics of the Trend (summary):
Authentic Representation: Showcasing diverse body types, ethnicities, ages, gender identities, and abilities in campaigns and presentations.
Inclusive Sizing: Offering a wider range of sizes that genuinely fit different bodies, with attention to design and comfort.
Emphasis on Lived Experiences: Creating collections and narratives that resonate with the real lives and needs of women.
Value-Driven Brand Choices: Consumers increasingly support brands that demonstrate a commitment to equity, diversity, and ethical practices.
Demand for Transparency and Accountability: Consumers expect brands to be open about their efforts towards inclusivity and to be held accountable for their actions.
Amplification of Diverse Voices: Providing platforms for women from diverse backgrounds to share their stories and perspectives within the fashion industry.
Market and Cultural Signals Supporting the Trend (summary):
Consumer Fatigue with Performative Activism: Growing skepticism towards brands that engage in superficial displays of inclusivity without real systemic change.
Increased Awareness of Social Justice Issues: Heightened public consciousness regarding diversity, equity, and inclusion across all sectors.
Power of Social Media: Platforms enabling individuals to voice their demands for better representation and to call out brands for lacking inclusivity.
Financial Success of Inclusive Brands: Evidence showing that brands with diverse leadership and inclusive practices often financially outperform their peers.
Emergence of Designers and Initiatives Focused on Inclusivity: The rise of designers and organizations specifically dedicated to promoting diversity and inclusivity within fashion.
How the Trend Is Changing Consumer Behavior (summary):
More Conscious Purchasing Decisions: Consumers are increasingly considering a brand's values and inclusivity efforts when making purchasing choices.
Seeking Out Brands That Reflect Their Identity: Individuals are actively looking for fashion that resonates with their personal experiences and represents their diverse identities.
Demanding More Than Just Aesthetics: Consumers want fashion that is not only stylish but also empowering and reflective of a more inclusive world.
Holding Brands Accountable: Consumers are more likely to publicly support or criticize brands based on their commitment to inclusivity and authenticity.
Supporting Independent and Emerging Designers: A greater willingness to explore and support brands that prioritize inclusivity from their inception.
Implications Across the Ecosystem (summary):
For Brands and CPGs: Requires a fundamental shift in mindset and practices to embed inclusivity across all aspects of the business, from design to marketing and leadership.
For Retailers: Need to curate a more diverse range of brands and sizes to cater to the evolving consumer demand for inclusive fashion.
For Consumers: Leads to greater access to fashion that truly fits and represents them, fostering a more positive and empowering relationship with clothing and personal style.
Strategic Forecast: The "Real Women, Real Stories Movement" is expected to gain further momentum in 2025 and beyond. Consumers will continue to demand greater authenticity and inclusivity from the fashion industry, and brands that genuinely embrace this shift will be better positioned for long-term success and relevance. Those that fail to move beyond surface-level tokenism risk alienating a growing segment of the market. We will likely see more collaborations, initiatives, and innovations aimed at creating a truly inclusive and representative fashion landscape.
Final Thought: The demand for authentic and inclusive representation in fashion reflects a broader societal movement towards recognizing and celebrating diversity. For the fashion industry in 2025, embracing the "Real Women, Real Stories Movement" is not just a matter of ethics or social responsibility, but also a crucial pathway to long-term relevance and connection with an increasingly conscious and empowered consumer base.
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