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Feel good, look good: Local fashion brands promote self-love, body positivity

Chrestella Budyanto

The Jakarta Post

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Jakarta  /  Mon, May 3, 2021  /  03:00 pm
Feel good, look good: Local fashion brands promote self-love, body positivity

Egale clothing founders Regina Vania and Stefanny Kurniawan want to use their clothing line to encourage women of all sizes to be comfortable in their own skin. (Egale/Courtesy of Egale)

Plus size fashion for women has been around for a while, but unlike international brands, locally made and affordable fashion for this niche market is often seen as old-fashioned or untrendy. It leaves women with so-called nonnormative bodies feeling even more uneasy about themselves and their appearance. The rise of social media in recent years, especially TikTok and Instagram, has allowed people to be more open and positive in expressing themselves. Body positivity campaigns are run frequently, both on- and offline, readdressing beauty ideals and promoting self-acceptance regardless of body size and skin color, even race. Monomolly (@monomolly.id), a local brand CEO founder Monica Amadea started in 2016, went viral on TikTok last year after the brand created various sizes of colorful pants for women. Monic said that like most online fashion brands, Monomolly started by selling on...

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