In this personal essay, guest contributor Daria Nazarova reflects on her experiences in the fashion industry — from global runways to editorial shoots — and explores how inclusivity often blurs into marketing strategy.
Over the past few years, inclusivity has become an essential part of the fashion conversation. Brands speak of diversity, body positivity and natural beauty — yet behind these promises, genuine change is not always present. Too often, inclusivity becomes a marketing device designed to appear progressive and capture attention.
Having worked internationally — from editorial features in Harper’s Bazaar and L’Officiel to judging panels for global pageants — I’ve witnessed how ideology, commerce and perception of the female body intertwine within the fashion system.
When inclusion turns into marketing
Audiences are increasingly weary of identical, retouched images of “perfect” bodies. Consumers long for authenticity — for women who look and feel real. In response, many brands began including models of different shapes and backgrounds in their campaigns.
However, in many cases, this is only an illusion of change. One plus-size model might appear on the runway while the collection still ends at size L or offers just a few larger pieces. Advertising celebrates “body acceptance” while photos undergo heavy retouching. Some brands prefer models between sample and plus sizes — a safe diversity intended to appeal to everyone without challenging norms.
True inclusivity extends far beyond imagery. It is not a slogan; it is a philosophy reflected through every stage — from design and casting to production teams and creative direction. Inclusivity is a system of actions, not a trend.
When fashion speaks honestly
I’ve been part of shows and shoots where every model felt equal — where focus was placed on personality, confidence and emotion rather than measurement.
Designer Renee Cafaro embodies this approach. She creates collections exclusively for plus-size and consistently champions inclusion as a genuine mission, not a seasonal theme. Her runways feature models of varying shapes, heights and ages — a sincere celebration of individuality.
That is authentic inclusivity: being chosen not despite one’s body, but together with it. Designers like her inspire both professionals within the industry and women around the world who finally recognise themselves in fashion imagery.
Read also: My body is not an apology — yours shouldn’t be either
Balancing vision and commerce
Marketing itself is not the enemy — it helps spread awareness and sustain creative work. The challenge lies in ensuring that marketing does not replace meaning. When brands claim inclusivity, their actions must align: transparent casting, equitable representation, and genuine diversity both on- and off-camera. Today’s audience values honesty over perfection; authenticity builds a deeper connection than aspiration ever could. Brands that communicate truthfully earn not only visibility but respect.
My perspective on true inclusivity
From my own experience, I’ve seen curvy models added to campaigns purely to satisfy diversity metrics. At times, you realise you were selected to symbolise inclusion rather than contribute as a professional.
Yet encouragingly, the landscape is shifting. Increasingly, designers and PR teams view inclusion as a value rather than a tactic. They understand that real clients are multifaceted women with diverse bodies and stories — and that fashion’s strength lies precisely in that reality.
Over the past seven years, catwalks have become more diverse, showcasing plus-size models of varied nationalities, ages and aesthetics. As both a participant and an advocate, I see inclusivity evolving from a buzzword into a movement — one I am proud to represent and advance through my work. In the end, true fashion is not about being flawless — it’s about being honest.
Read more: How body diversity is gradually fading from fashion as the era of “quick thin” returns
