I’m a size 12 model and couldn’t fit into Zara ‘medium’ jeans – I started my own fashion label and SCRUBBED dress sizes that make women feel bad
The model, who was influenced by the ‘rugged’ size on the high street, has revealed how he started his own fashion label that defines women of different sizes as ‘strong’ or ‘boundless’.
Ashly Rae, 36, from Aberdeen, started her brand Elswear in April after her size changed during the lockdown and she couldn’t fit into medium or large jeans from Zara despite being a size 12.
Having worked with Victoria Beckham and Harrods and previously attended LA Fashion Week, Ashly said: “I’m naturally slim and when I modelled, I felt pressured to be very petite.”
Ashly Rae, 36, from Aberdeen, criticized the ‘harsh’ size selection of high street brands and started her own brand
“I was happy with my body so it was confusing but everyone seemed to care about their size so I watched what I ate.
“It’s uncomfortable when others, like agents or casting directors, judge your body.”
After closing, Ashly gained weight and noticed that her clothes were getting tighter.
She was looking forward to buying new clothes for her new figure when the high street shops reopened and was frustrated when she realized how women felt about their bodies was defined by street size.
Ashly described her experience at Zara by saying, “I bought several pairs of jeans in different sizes, assuming one would fit. Size medium and large. They were all too small.
Ashly, pictured wearing an oversized Zara dress, said her body ‘isn’t big, it’s beautiful’
She started her own fashion label, Elswear, which uses the terms “strong” and “boundless” to define sizes.
Rather than defining shoppers by traditional dress sizes, the brand describes their figures as “magnetic” or “boundless”.
“How could this brand be okay with labeling women’s bodies in such a harsh way?
“I thought ‘my body isn’t big, it’s beautiful – no matter the size.’
“For too long, the fashion industry has controlled how women feel about their bodies, and that’s wrong. I want to change that.”
In April last year, Ashly decided to launch her own fashion label, Elswear, which instead of defining women as a size 10 or 12, describes their size as ‘magnetic’ or ‘limitless’.
“I thought that when women shop and gain weight, they’ll feel a lot better about going from a strong size to a beautiful size versus a small to a large.
The business owner’s message to women is: “Your body is beautiful. Your mental health matters more than your dress size.” (Pictured speaking at Edinburgh University about entrepreneurship)
“I want women to feel comfortable in their clothes and feel good about shopping, whether they’ve gained or lost weight.
Giving advice to size-conscious women on the street, Ashly said: “It’s better to have clothes that fit and are comfortable, so ignore the size and choose what makes you feel good.
“Clothes should fit your body, not the other way around.
“As long as you’re healthy and happy, your size doesn’t matter.
‘Your body is beautiful. Your mental health matters more than your dress size.”
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