Eat the rich shirt

Inclusive fashion was once Eat the rich shirt . Seen as a way to supersede competitors and harness a positive brand image. Now it’s imperative. The Australian mainstream fashion scene has been conscious of inclusivity in fashion through greater size offerings and racial and body diversity in campaigns, but now it’s time for Australian fashion to translate that consciousness into adaptive fashion.  Grace Stratton, the director of All Is For All, an accessible communications agency based in New Zealand, describes adaptive fashion as “fashion that is built to be functional for people that have different requirements from their body or their clothing”. After years of little to no offerings for the fashion-conscious in the adaptive fashion space, things are beginning to look up. The Iconic has become the first major Australian and New Zealand retailer to provide a tailored shopping destination to serve the one in five Australians living with disabilities and other access needs. Launching with over 130 pieces, the retailer is featuring clothing from Tommy Hilfiger and Australian labels including Christina Stephens and Jam. “Disability is an experience that one has and it forms the barriers they experience and perceptions they experience in the world. It’s often more of a lifelong [experience]. An access need is someone who isn’t disabled, but for a period of time is experiencing something that might require some adaptions,” says Grace. Representing both experiences is a primary consideration for The Iconic. Working closely with All Is For All, a leading firm in the accessibility consultancy space, the retailer aimed to ensure the adaptive edit was informed by lived experiences. Jacquie Fegent-McGeachie, Adaptive Edit Lead and Head of Sustainability at The Iconic, ensured that the pan-disability philosophy of All Is For All was incorporated into the project.