Finding the right fit for your body can be a challenge. Fit + Flatter wants to help solve that problem.
Driven by the belief that all shapes, sizes and ages should be represented in the fashion industry, Fit + Flatter is a digital style discovery platform that features clothing reviews by everyday women. Launched by Malina Padgett, F+F aims to feed the hunger for a more honest fashion world by championing real women and help solve the mystery and guesswork of shopping by merging authentic clothing recommendations with photos of everyday women. We sat down with Malina to learn more about F+F.
FN: Tell us about Fit + Flatter and why you decided to create this site.
MP: Starting off in fashion design, I was interested in creating pieces that would fit my longer-than-average torso. It wasn’t long after that women started asking me to make them clothing that fit their body-type-specific issues, showing me pieces in their closets and asking for me to come up with similar clothing. Instead of creating my own line to address these issues, I decided to create a tool to help all women, not just those I encountered, so I launched Fit + Flatter.
FN: Let’s talk about your reviewers. How do you choose your reviewers? Who is currently using F+F?
MP: Fit + Flatter reviewers are regular women with real shopping problems who are on the hunt for the same thing as normal consumers – clothing that makes them feel confident. Our reviewers are a group of diverse women of all shapes, sizes, ages, and style preferences. Our goal is to have as many types of women as possible represented on our site so our reviewers are continually updated.
FN: What has been the response thus far to F+F by your readers?
MP: When we first launched in January, we consistently heard from our users that they were not interested in the social media side of the platform. After a summer full of redesigning and testing the new concept, our second version of the site launched in August of this year. We’re seeing consistently more traffic on our site, and our users who have used the site since the beginning much prefer this streamlined approach.
FN: What are some of the brands you work with and how do brand partnerships work with the site?
MP: We work with a wide array of brands and boutiques from many different price points and target markets. All of our partnerships are on a customized basis. We get to know the brands and discuss their current needs to figure out how we can best help them reach their goals. Brands we have worked with include: Leota New York, Society Plus, and All Things Tall.
FN: What is the fashion startup scene like in the Bloomington, Indiana Area, where you’re based?
MP: Currently, our team is based remotely. The fashion scene in our respective areas are pretty nonexistent, but this day in age almost everything can be done online and most of the brands we work with are based on the coasts or in another country. We’re pleasantly surprised at the response we have gotten from Australia so far.
FN: Why has it taken so long for the fashion industry to catch up with real body shapes/sizes/types?
MP: My opinion is that before Fit + Flatter, it was nearly impossible for brands to represent a wide array of women in a cost-effective way. Sure, a lot of brands choose to work with bloggers, but it’s near impossible to get a group of bloggers of various shapes, sizes, and ages to create content that is consistent across the board, not to mention the inefficiency and cost.
FN: What is the vision for the site and where do you see F+F in 5 years time?
MP: Our vision is to make the shopping experience as a whole easier for women. We hope to grow it to a point to where shoppers refer to Fit + Flatter before they purchase a garment, so that they can easily see what the piece will look like on them.
