Dia & Co's Nadia Boujarwah: 'We're at the beginning of the next renaissance of plus-size fashion'
Eight years ago, Nadia Boujarwah launched fashion styling and e-commerce company Dia & Co to cater to women wearing sizes 10-32. This customer segment has long been neglected, but according to Boujarwah, brand interest in serving the demo is at its height. “The social calls for inclusivity have never been more pronounced,” she said on the latest Glossy Podcast. “Inclusivity has really moved into the limelight in the last two years." She added, "We're hopeful we're at the beginning of the next renaissance of plus-size fashion, where both the social imperative and the inventory availability finally meet”. Old Navy recently laid the foundation for such a renaissance by launching inclusive sizing, pricing and merchandising across its women’s product portfolio. Of course, not every brand can afford to make such an investment in the category -- but doing so isn’t needed to forward progress, Boujarwah said. “Our advice to brands is to just start [offering plus-size options],” Boujarwah said. “As long as the customer knows they’re on a journey with you – where things are going to get better, and that is communicated clearly – the endpoint doesn't have to be today.” In addition, Boujarwah discussed Dia & Co.’s strategic use of data, approach to fundraising and evolving business model.