PowerSutra: The brand whose extensive clothing range makes women of all sizes stylish each day

The realm of fashion is an ever-evolving one and sometimes revolutionary things happen. In recent times, the concept of body positivity has been a significant topic of talk in the fashion town. Honestly, how society thinks about people based on their physical characteristics is only one aspect of body positivity. Rather, body positivity seeks to educate the public on how popular media narratives influence and how individuals perceive their bodies, including how they feel about food, exercise, clothing, health, identity, and self-care.

In the fashion world along with body positivity, the concept of size inclusivity has also emerged. Nowadays, designers and fashion brands have started the practice of representing a wide range of body shapes and sizes. This has ultimately led to more and more people wearing the most fashionable clothes and staying on top of fashion trends. Due to this increase in demand, many new brands have been emerging and one that has been in talk ever since its inception is PowerSutra, founded by Dr Pooja M. The premium clothing brand has been offering women an extensive selection of top-quality, authentic clothing all over India.

With her brainchild, entrepreneur Dr Pooja M aims nothing but to give women the freedom to wear clothes that represent great persona. The company is also recognised as one of few that has been successful in offering ladies customised clothing of all sizes. PowerSutra provides a specialised clothing line in sizes XXS to 15XL so that women of various shapes and sizes can choose outfits that perfectly match their needs. The brand offers a wide selection of clothing for every occasion, ranging from trousers, tops, evening gowns, sheath dresses, culottes dresses, blazers, jackets, jumpsuits, skirt suits, and pantsuits. Along with being size-inclusive, PowerSutra also has another USP which is personalisation. It gives its customers the opportunity to get their clothes tailor made which perfectly fits and enhances their bodies.

While sharing her views, Dr Pooja M shares, “These days companies don't just have to make clothes in wide size ranges rather there are other things they have to keep in mind. The dedication of a company to inclusiveness must permeate every facet of its marketing approach. Every clothing company needs to remember that their target market right now is women who feel confident in their own skin and believe that fashion should be suited to fit them rather than something they have to force themselves to wear. Customers no longer prefer plus-size clothes that are only available in drab hues, uninspiring silhouettes, and baggy, loose-fitting designs. Therefore, for consumers of all sizes, brands must offer clothing that is both affordable and reflects unique design, style, and appeal. In order to cater to all of this, PowerSutra aims to create a fashion ecosystem with clothes for all women, whether they are size XXS or size 15XL, we make sure to have the best for each of them.”

With each change in the dynamics of people’s way of living, the fashion industry also witnesses a shift and it is extremely essential for brands to keep up with it. For instance, the plus size is no longer a specialised market or a particular demographic. According to a market analysis by Research and Markets, a leading online source for industry data and business studies, the market for plus-size clothes, which was valued at $480,991.8 million in 2019, is anticipated to grow to $696,712.1 million by 2027. Similarly, people have started recognising the mid-size range as well. Amidst all this, the premium brand, PowerSutra is giving its best to cater to all the demands. The brands hold the power to quickly adapt to trends, therefore, their contributions to the industry are and will be making a difference.