Join WhatsApp Channel
Have you ever walked into a fitting room with pure excitement, only for that mood to be immediately canceled? It’s a total vibe killer.
For too many of us Gen Z women, trying on clothes feels like facing a judge. When the zipper snags or the seam puckers, the whisper starts: My body is wrong.
We’re taught that the size tag is the gospel, and if a generic label doesn’t fit, we need to change our shape—a toxic pressure that, for Gen Z, contributes to dangerous struggles with bulimia and other eating disorders. I refuse to keep quiet about this systemic failure. This is why the movement to live authentically, embracing your body just as it is (like the online community at Embracing Your Curves), is so critical.
This system is broken. Just because clothes are often manufactured based on Chinese standards, it sets an impossible expectation for body size, failing women with diverse body types across the globe. High street brands still operate on outdated code, ignoring the stunning, beautiful reality that women’s bodies span from 3XS to 7XL. As the founder of Summer Sands, I decided to scrap the size chart entirely and rebuild the system from scratch.
As a Full Stack Developer, I approach systemic failures by looking for inefficiencies in the code. In fashion, the inefficiency is obvious. I’ve seen firsthand how women, myself included, feel self-conscious because a size label didn’t fit. That pain point is what drove me to engineer a definitive solution.
My approach is simple, yet revolutionary: We don’t use size charts at all. Every single piece we create is fully customized to the woman’s unique measurements and preferences. This isn’t just about fit; it’s about shifting the power dynamic. When the clothes are built for the body, the message is clear: Your shape is perfect, and the fashion industry must adapt to you.
This commitment has driven concrete business success: I achieved 60 per cent customer retention and maintained 70 per cent net profit margins in the first five months. Success is seeing a customer, who once felt self-conscious, try on a custom piece and realize she’s “never felt this confident in clothing before”. We back this up with a unique aesthetic, pioneering designs like skirts made from real shells—innovations rarely seen in Indian fashion.
My work as an engineer taught me that a system is only as good as its output. I’m taking the logic and precision of my SDE training and applying it to a problem that’s purely human.
The good news? The culture is shifting, even the legacy brands are catching up! When companies like Victoria’s Secret feature models who are pregnant, you know the size chart has been reset. I believe Fashion should celebrate every woman, not force her to fit a size.
My brand creates fully made-to-measure pieces to empower women to feel confident and celebrate their individuality. My ultimate vision is to make fashion a space where women are never limited by size charts or trends. Success, to me, is when every woman wears her individuality proudly, knowing her clothes were made to celebrate her, not to make her fit in.
Retire the size tag.
With every custom piece, we declare: You are the Main Character.
Disclaimer: The opinions and views expressed in this article/column are those of the author(s) and do not necessarily reflect the views or positions of South Asian Herald.
