British brand reveals how clothes REALLY look in different dress sizes

British brand reveals how clothes REALLY look in different dress sizes - Daily Mail

Posted: 19 Jan 2020 12:54 AM PST

A dress brand has unveiled a pioneering approach to online shopping that sees each item modelled by eight women with different body types.

Perfect Dress Company, based in Bournemouth, uses eight different models, ranging from a size 6-8 to a 20-22, to showcase each of its dresses online.

The aim is to allow female customers to select a model who best reflects their individual body type thereby giving a more accurate idea of how the garment will look.

Perfect Dress Company uses eight different models, ranging from a size 6-8 to a 20-22, to showcase each of its dresses online. It contrasts to similar tools available on sites like ASOS that use AR to achieve the same effect. Pictured, the Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 6-8 (left) and ASOS velvet mini wrap tux dress in a size 8

Sunny, founder of the Perfect Dress Company, hopes to give customers an accurate idea of how the dress will look on them. Pictured left, the Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 8-10. Right, a 5ft 7in ASOS model in the size 10

The Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 10-12, left. Right, the ASOS velvet mini wrap tux dress in a size 12 on a 5ft 11in ASOS model

It is similar to tools used by other retailers like ASOS that use augmented reality (AR) to digitally place an item on models of different sizes, without the women ever trying the clothes on.

Shoppers have praised ASOS for its 'see my fit' tool, saying it is 'ahead of the curve'. However others argue it is misleading as it does not actually show how an item stretches, falls or hangs on different body types.

Pictured left, The Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 12-14. Right, the ASOS velvet mini wrap tux dress in a size 14 on a 5ft 10in ASOS model

Pictured left, The Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 14-16. Right, the ASOS velvet mini wrap tux dress in a size 16 on a 5ft 10in ASOS model

Speaking to FEMAIL, Sunny Bird, Founder of Perfect Dress Company, noted that ASOS' AR approach is gives customers 'false' expectations and leads to disappointment if an item looks different on the shopper.

MailOnline has contacted ASOS for comment.

Sunny said: 'You can't just stretch a size 8 dress and use AR technology to put it on a size 22 model and expect it to fit or it to look the same.

'This is what's wrong with the fashion industry and gives people a false representation of how they will look in the dress, which leaves them feeling disappointed when they purchase the item.

Pictured left, The Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 16-18. Right, the ASOS velvet mini wrap tux dress in a size 18 on a 5ft 9in ASOS model

'But not only that and more importantly our research revealed it can make women feel disappointed, sad and depressed as they feel it is their bodies fault that the dress or item of clothing doesn't fit or flatter them.

'Sadly I really think that this initiative by ASOS could contribute to mental health issues. The launch of AR advertising still does not consider or represent real and diverse body shapes inclusive of curves, lumps and bumps and this will create further problems with how women perceive themselves and is not a solution.'

Perfect Dress Company, launched last month, sells two different dresses in three different colours. Each dress is designed to flatter the female figure and enhance the shopper's shape.

Pictured left, The Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 18-20. Right, The Drop a Dress Size Round Neck Short Dress in a size 20-22

'Controlling' groom 'refused' to let fiance buy her $1400 dream dress - New Zealand Herald

Posted: 19 Jan 2020 02:15 PM PST

A groom-to-be has been branded "childish" and "controlling" after "refusing" to let his fiancée buy her dream gown due to the price tag - despite it being under $1000 (around $1500 NZD).

The man, known only as Josh, from the US, took to Reddit to complain about the supposed hefty cost of the gown his wife-to-be had chosen.

In the lengthy post, Josh explained how the couple, who 'aren't the extravagant type,' had each managed to put aside $10,000 ($15,000 NZD) for their dream day.

But when his partner, referred to only as Emma, had her heart set on a $950 ($1400 NZD) dress and a $120 ($180) veil, he put his foot down and set to work finding cheaper alternatives.

Josh, who plans on wearing his dad's old tux he used for his wedding to his mother, explained: "I had a quick Google around at dresses online and there were so many! And so many just like the one Emma wants for like $50 (£$75 NZD) to $100 ($150 NZD)."

Reddit users all agreed the dress wasn't that expensive. Photo / Reddit

"I'm not trying to get her to cheap out on her dress but she will literally wear it once. One dress for over $1000 ($1500 NZD) is just insane - that would fund our honeymoon ."

However, many were quick to take to the comments section in support of Emma - and branded her choice of dress a bargain.

"You say you don't want her to cheap out, but then you say you want her to buy a $50 - $100 wedding dress. That's cheap. That's cheap even for a regular dress," wrote one.

A second agreed: "Honestly. I was going into this thread expecting her to want a 10k dress like the ones you'd see on Say Yes to the Dress or something. $950 and $120 for a veil is practically a steal depending on the area."

Meanwhile, a third added: "If my fiancé called me a toddler for spending one grand of my own money on a reasonably-priced dress for our wedding, I'd be seriously reconsidering the marriage. That's such childish behaviour."

The groom-to-be went on to say how he "refused" to pay such a large amount for her dress - despite the bride and her mother offering to pay.

He edited the thread after his fiancee found the post and admitted he was at fault. Photo / Reddit

"It's not a case of not being able to afford it," he continued. "It's a dress! There are identical ones online at a fraction of the cost."

However, when Josh showed Emma the supposedly similar dresses he'd found for a snippet of the price from an app, he says he was shocked to find her "angry and upset."

He added that after branding her a "toddler" after "throwing a tantrum," she went to stay with her parents so she could "really consider" if they were a "good match for marriage."

Many social media users were left infuriated by the post and defended Emma and the price of her dress.

'Wedding dresses are expensive. A compromise would be a $500-$700 ($750-$1000 NZD) dress. $50 ($75 NZD) is a joke,' wrote one, while a further commented:

"Wedding dresses and their tailoring are expensive. $1000 is actually a low priced dress. Yeah, the industry may be messed up and slightly exploitative, but honestly not too terribly priced of a wedding dress."