A Brand Is Born

A Brand Is Born

A Brand Is Born

khaki dungaree jumpsuit diversity
 
Diversity, a topic that is forcing its way to the forefront of fashion today. Models of all shapes and colours are gracing the catwalk under some kind of label, plus size, straight and coloured to name a few. Accordingly, these labels are creating a sense of entitlement, a category and sense of belonging. While we all belong as people our aesthetic is assorted into boxes. Slapping a label on one another ignores the reflection of our personhood. These views have been thrust upon us unconsciously through various mediums one being the fashion industry, an industry that has warped our perceptions of what is socially acceptable. Ivykove is built on the foundations of style and individuality, a place to be inspired and to inspire.  As a society we should be embracing our differences through all aspects of life, our differences make us who we are, here at Ivykove, we celebrate diversity through our fashion. Our collections are curated to infuse today trends with quality, we are not all the same and our collections reflect this.
 
Oversized white shirt
 
However fashion itself is a reflection of social, economic, political and cultural change, so why does it not reflect real people? Diversity has become present across various labels on the catwalk, in campaigns and adverts. Kanye West is a prime example, 97% of the models walking down Yeezy Season 4 runway were of colour. Are times changing? Slowly. For the Spring 2017 season, a diversity report on thefashionspot.com shows “For the first time in recent history, more than 25% of the model castings were nonwhite.” Despite the ongoing efforts to raise awareness about the inequality in the fashion industry, many brands are still sticking with their ‘type’. The few who break the barriers into the industry, who embrace their differences are sunken into yet another label. Ashley Graham stated to Vogue “I don't like the term 'plus-size.' it's just not helping women. I'm ready to get rid of it.” Graham appeared on the cover of Vogue 2017 the first time any model not deemed a ‘straight-model’ has appeared. When asked what makes a cover girl, Vogue responded: “Someone who feels relevant right now”. Which leads to an unnerving sense of thought. Is diversity in fashion a trend? Or is it here to stay. For years’ women and men have been asking why models who represent “normal” people, can’t be used in high profile campaigns without the sense of a gimmick or trend.
 
White button down dress
 
Nevertheless, the industry is slowly recognizing the unequal casting, the balance has become more complex than the days of the noughties with the models appearing homogeneous. Reactions from social media and the power to call out brands, it is no longer possible for the industry to turn a blind eye. Models now are often cast due to the followers on social media and the families they are born into, but slowly uniqueness and differences are breaking the barriers. Relatability and personality are what people are now diverting their attention too. What we see on television or in magazines is what we set as aspiration, if we drop labels and prejudice’ whether it be colour or cellulite we may gain confidence in who we actually are, not the fabricated visuals that we see. Our differences make us who we are, and should be celebrated in fashion, not with labels or gimmicks but normality. There is no one type of person buying into fashion so shouldn’t that be celebrated? People are people and should be categorized as just that. Our only ‘label’ should be our name.
 
White polka dot wrap top
 
Which is why Ivykove was created, to capture the essence of style by embracing street style, culture and the people around us. We pride ourselves on showcasing real women, who love fashion; no gimmicks, just pure expression of style.
 

"Our style is our identity, having an Ivykove wardrobe means being able to make a specific piece your own."