The news comes on the heels of a very open letter the brand's co-founder Susan Gregg Koger wrote to the fashion industry, urging them to reevaluate the way they portray women.
A lack of diversity, unhealthy representations of the female shape and excessive retouching were just three critiques Koger had for her industry. But you know what they say, "talk is cheap," so Koger took things one step further and announced the open casting call after she released the letter.
So far, over 2,000 women have posted their #fashiontruth, and the number is growing by the day. In an age where many retailers just seem totally out of touch with the greater society's version of the truth, Modcloth's efforts to make all women feel beautiful are inspiring. And the brand is definitely no stranger to such initiatives, either. Modcloth recently announced its pledge to be 100 percent honest about their photoshopping practices and also released its findings in the "Truth in Fashion" report.
The report revealed that a mere 13 percent of women believe that real women are accurately portrayed in the fashion industry. And 68 percent of us are more likely to buy from a company that uses models of different sizes. Enlightening, right?
As a beauty and fashion editor and writer, I'm always looking for ways to present seasonal trends and collections in a way that invites women of all colors, shapes and styles in, but sadly the fashion industry at large often falls short in its portrayal of "real women."
Real women have curves, real women have flaws and maybe a bit of cellulite. Real women come in all colors and sizes. And they certainly don't want to feel isolated when they read a magazine or see an ad campaign with a one-size-or-color-fits-all kind of attitude.
So yeah, I'm absolutely thrilled to see how much Modcloth cares about the way women feel about themselves. If we had more brands like this step out and exhibit the type of bravery Koger and her team do, we just might be able to take this positive body image movement a bit further.
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