Hi, I’m Nicole.

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DIO: Dance it Out

DIO: Dance it Out

 

DIO: Dance It Out is the new fashion industry sizing. For majority of women, pants shopping, specifcally jeans is a battle. Society trains everyone to see women's bodies a certain way or how they "should be." Every single woman's body is beautiful and unique in their own way, so why do we look down upon our differences? Pressuring women to feel as though they are supposed to fit into a size 0 or 16 causes negative body image, starting from a young age feeling as though they are not good enough. This poses the question: how can young adult women shoppers feel confdent and comfortable shopping in store when stores have different measurements for their clothing sizes?

 
 

Problem: No size is the same.

For majority of women, pants shopping, specifically, jeans shopping is a battle. It is rare that a size 8 in one store is the same size 8 in another. For women, society trains everyone to imagine a woman a certain way. This “certain way” being a size 0 or size 16. Society has tried to get away from being a size 0 to changing it to a size 16. However, every single woman’s body is different. Women are unique and beautiful in their own way, why should we look down upon our differences?

Forcing women to look a certain way or feel the pressure of how you are “supposed to look” has created women to have negative body image about themselves as well as feel they are not good enough.

Question

How can young adult women shoppers feel confident and comfortable shopping in store when stores have different measurements for their clothing sizes?

 

Initial Research

My main points of research came from surveys, interviews and researching stores. Women from the ages of 19-26 shared their experiences of how difficult it is to find pants that is their size across all stores. Many clothing companies have a specific target audience, which is not always inclusive.

concerns:

Negative Body Image, Negative Effect on Mental Health, Leads to Eating Disorders

solutions:

Empower Women | Embrace Differences | Make Fashion Inclusive

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Cassandra’s User Journey Map

Cassandra’s User Journey Map

 

sketches & lo-fi’s

branding

 
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campaign

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instagram

 
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clothing labels

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website

 
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kit

 
 
Designer's Brand

Designer's Brand

Breast Cancer Awareness

Breast Cancer Awareness