- Foschini will merge with Donna as the Donna brand is phased out.
- The move is said to be done in the pursuit of inclusivity rather than exclusivity.
- As such, Foschini will cater for up to size 3XL on specific items.
- Donna account holders will be moved with all their purchase history.
As the world continues to demand change in fashion, particularly in terms of inclusivity when it comes to catering for people of all sizes, Foschini has announced a shift in their exclusive plus-size offering, Donna. The plus-size brand will be phased out as a stand-alone entity and merged into Foschini's offering.
Across the globe, brands have been trying to find ways to be more inclusive. According to an article in The Conversation, fashion brands like Tommy Hilfiger, Nike and lingerie competitor [of Victoria's Secret] Aerie all made efforts toward more significant inclusion in the last two years. They feature plus-size models, transgender models and models with disabilities in their stores and online campaigns.
Victoria's Secret has also joined the revolution, with Rihanna's Savage X Fenty consistently leading the pack by including models with differently shaped and abled bodies.
Here at home, this move comes a year after Ackermans extended its sizing across all women’s product lines to offer up to size 50.
So what is in store for Foschini x Donna? Moving from exclusivity to inclusivity, the brand says the two brands are merging to "become the ultimate integrated, inclusive fashion destination" and that the inclusion of Donna into the Foschini All Woman Fashion Range is a statement of their commitment to more fashion, more freedom, more equality – even in pricing – for everybody.
"The Foschini brand's decision to phase out the exclusive Donna destinations is the result of giving consumers more of what they want and supporting the brand's belief in an all-inclusive fashion for all women," says a press statement.
"The All Woman fashion brand is committed to diversity, equity, and inclusion – not just on paper, but in practice. It intends to celebrate the beauty and diversity of each and everybody by seamlessly integrating Donna's plus-size range into the Foschini All Woman Fashion Range. That means Foschini will feature fashion garments, from size 6/XS up to size 30/3XL. This fully inclusive, integrated brand experience gives everybody the opportunity to feel exclusive. Now everyone can own it."
It is yet to be seen if this move will get a yay or nay from advocates for inclusivity in fashion.
In the meantime, here are a few things to know about the merger:
1 - If you previously shopped at Donna, your regular size may have changed, so you need to check the size charts for each item, especially if ordering online.
2 - You will now shop for the clothing on the Foschini site, but there will be tabs to direct you to items that come in bigger sizes.
3 - If you are shopping on a Donna account, all details remain the same and your order, return and refund history will be moved over to Foschini.
What do you think of this move? Tell us here.