Would you rather be fabulous than medium?

imagesAn innovative female clothing brand from Holland is changing the way that women are viewed by clothes shops. Instead of having small, medium and large than have gorgeous, amazing and fabulous.

As a company, Belaqise aims to innovate the fashion business. With this label they introduced a new size standard that they call Sheyp. They felt the need to develop a new standard because the existing standards such as the ‘ S, M, L…’ or ‘ 32, 34, 36…’ sizes were simply not well tailored to modern woman.

They also don’t measure women with a tape measure but with a body scanner which matches every part of a women’s unique body to exactly the right sized clothing. It’s a customer centric approach that appears obvious, tailored (forgive the pun) clothing.

With Sheyp they introduced a superior fitting standard which flatters the woman of today and “celebrates” her natural shape and Sheyp explained step 2 RGB 72dpibeauty. The sizes are non-judgemental they don’t think of women as being Small, Medium or Large.

This very customer focused approach is revolutionary in the clothing world let alone the women’s one. However as a result returns have declined from the industry average 40% to 10% because the clothes actually fit the female customer and they are much happier when they wear them.

Instead of a fixed amount of seasons, Belaqise also has a continuous collection throughout the year. This means that they renew their collections every two weeks with new designs and items. Most of the designs can be worn in multiple ways to fir the woman of today’s busy life.

Founder of Belagise is former Shell employee and economist Ahmed Mahla. His motto is: The designs should be feminine without being trashy and luxurious without being loud.

Will it take off in the UK or Asia? Time will tell.


  • Jennifer Wilkinson

    I would definitely say this is a step in the right direction for woman’s fashion. I
    have always found it interesting that women’s pants sizes are 0, 1, 2, etc.
    instead of waist size like men’s clothing. There seems to be a revolution
    brewing for woman and acceptance of our bodies. As this idea grows more popular
    people keep finding new ways to help promote their views on the subject.
    Advertisements of “real” women and their natural beauty are now swarming the
    media, almost as frequently as photos of photo-shopped models. One thing that
    bothers me about this movement is that it seems to focus on heavier set woman
    and often demonizes being skinny. I wonder what people are thinking when they
    put out messages like these. Do they not realize that some people are naturally
    skinny, exactly the same way some people are naturally more curvaceous.

    As far as this brand goes I wonder how much thought went into the naming of the sizes? I feel to the wrong audience these would also be taken offensively. Offering
    the idea that if you are small you are not fabulous and so on. On the same note
    will these new names for small, medium, and large become basically
    interchangeable? If the industry picks up this idea is it really just
    cushioning women and their body issues with fancy new words that make their
    size seem less upsetting to them. Shouldn’t women learn to accept that even if
    the tag says large if they are comfortable with their body it should not

    What I do find inspiring about this companies new thinking on the way we shop is the body scanner that helps woman find the perfect size. We use technology in almost all aspects of our daily life, why not us it to make it easier to shop. I think
    this is more vital then the name of a size. What I think makes women feel self-conscious about their body is not being able to find clothing that flatters their shape. This I believe is more of a revolt then changing the name of a size.

  • Taylor Fukui

    Like Jennifer, I agree that this a good, yet bold, step for
    Belaqise in the world of women’s fashion. I also agree that it could be popular
    with the new “accept who you are” trend.

    However, from the perspective of someone studying supply
    chain, I guess I am a little confused about how all of this will work. It seems
    to me that the sizing chart doesn’t just swap small for Fabulous, but it actually
    tries to tailor the garment more toward your body shape. Does this mean that
    for every garment there will be nine different “sizes” and “shapes”? I know
    this is a new trend, but if it starts to take off, are they planning on adding
    more “sizes” to their charts? For instance, if a woman is larger at the top AND
    at her hips will there also be a “sizing chart” for that? If so, at what point
    does this new sizing standard just become custom tailored clothes?

    I like what the company is aiming for though. I do think
    that the sizing of women’s clothing really should be changed. However, I instead
    would propose something a little more standard and “safe”. Like Jennifer, I don’t
    understand why women’s clothing is not measured the same as men’s (measuring
    waist and height). I think this system is very effective yet not too
    complicated. This system would also combat what Jennifer brought up about how
    women could potentially react poorly to the naming of some sizes. However, it
    is important to keep in mind that, at least as far as their web shop goes, their
    main products seem to be coats and jackets.

    From a marketing standpoint, I think that this could either
    really take off or really flop, I don’t personally see much of a middle ground
    for this new sizing. I look forward to seeing how the company does with this
    new sizing technique!