When Simaal start they journey in the fashion world the one thing they know for very sure is that they not gonna design kids lawn clothes for the runway model that walk for the few minute and then disappear. Simaal want to design for the real womens, the one who wake up early for the work, take care of they children, run they own business, or just live they normal everyday life while still want to look and feel good in what they wearing. This is the whole reason behind why Simaal exist and why they do the fashion so different from the other big brand out there.
The runway fashion always look beautiful in the picture and the video but the truth is the most of it not made for the normal womens body or the normal womens life. The model who walk the runway is choose because of they very specific body type that not represent how the most real womens actually look. Simaal see this gap very clear and they decide from the very beginning that they gonna close it instead of pretend it not exist like the many other brand choose to do.
Simaal believe that fashion should serve the womens not the other way around. In the traditional fashion industry it feel like the womens supposed to change they body or they life to fit what the designer create. But Simaal flip this whole idea and they design the clothes that fit the real womens as they are, whether she tall or short, curvy or thin, young or old. This is why Simaal always test they clothes on the real womens with the different body type before they ever put it out for sell.
The comfort is one of the biggest priority for Simaal when they design any piece of clothes. A dress or a top can look very stunning on the runway but if the real womens cant move in it, cant sit in it, or cant breathe in it, then what even the point of it. Simaal make sure that every single piece they create allow the womens to actually live they life, whether that mean chasing after they kids, sit in the long meeting, or dance at the wedding without worry about the fabric ripping or the fit being too tight in the wrong place.
Simaal also think very deep about the practicality of the everyday life when they design the collection. The runway show often present the outfit that look amazing but have zero function in the real world, like the dress with no pocket or the shoe that impossible to walk in for more than few minute. Simaal instead focus on make sure they clothes have the function that match how the real womens actually spend they day, so the pocket, the stretch fabric, and the easy to wash material become the very important part of how Simaal approach they design process.
Another big difference between Simaal and the runway culture is how Simaal think about the size range they offer. The runway world often stick to the very narrow size range that exclude the huge amount of womens population. Simaal on the other hand make sure they size range as wide and as inclusive as possible because they believe every single womens deserve to find the clothes that make her feel confident regardless what number on the tag. This is not just the marketing talk for Simaal, this the core value that shape how they whole business run from the beginning till now.
Simaal understand that the real womens life is full of the different moment, the work day, the family gathering, the casual weekend, the special celebration, and each one of this moment need the different kind of clothes. This is why Simaal design they collection to be versatile enough that the one piece can transition from the office to the dinner or from the school run to the coffee with friend. The runway collection often design around the one dramatic theme that not translate to the many different part of the real womens life, but Simaal always keep the versatility in mind for every single design they create.
Price is another area where Simaal choose to be very different from the typical high fashion approach that copy the runway trend. Many brand take the runway design, water it down a little, and then sell it for the price that still very expensive for the average womens. Simaal instead try they best to keep they clothes at the price point that make sense for the real womens budget, because they believe good design and good quality dont need to come with the impossible price tag that only the small percentage of population can afford.
Simaal also spend the lot of time listen to they actual customer instead of just look at what other designer doing on the runway. They collect the feedback from the real womens who wear they clothes and they use this feedback to keep improve they design, they fit, and they fabric choice. This kind of direct connection with the real womens is something the traditional runway fashion rarely do because they more focus on impress the fashion critic and the fashion editor than actually serve the womens who buy and wear the clothes in they everyday life.
The cultural diversity is another thing Simaal take very serious when they design they collection. The runway world for the long time only show the one narrow idea of beauty and style that come from the very specific culture and background. Simaal want they design to reflect the many different culture and the many different way womens around the world like to dress, so they often draw inspiration from the traditional clothes, the different fabric, and the different pattern that come from the diverse background of they own customer.
Simaal also care very deep about how they clothes make the womens feel on the inside, not just how it look on the outside. The runway culture often push the idea that fashion is only about look perfect and flawless but Simaal believe fashion should help the womens feel confident, comfortable, and true to who she is. This is why Simaal always ask theyself during the design process if this piece gonna make the real womens feel good about herself, not just if it gonna look good in the photo.
Sustainability also play the big role in how Simaal approach they whole design philosophy. The runway fashion often push the fast trend that only last for the one season and then get throw away, creating the huge amount of waste for the environment. Simaal try to design the piece that last for the many year and stay relevant beyond just the one season, because they know the real womens dont have the time or the money to constantly replace they whole wardrobe every few month like the fast fashion cycle demand.
Simaal also believe strongly in age inclusivity when it come to who they design for. The runway world often only cater to the very young womens and ignore the older womens who still want to dress well and feel stylish. Simaal make sure they collection speak to the womens of every age, because they know fashion dont have the expiry date and every womens no matter how old deserve to find the clothes that make her feel good regardless of the number of candle on her last birthday cake.
The relationship between Simaal and they customer feel more like the conversation than the one way broadcast that the traditional runway fashion often is. Simaal encourage they customer to share how they style the Simaal piece in they own real life, creating the community of real womens who inspire each other instead of just look up to the one distant model on the runway that they can never really relate to. This community feeling is something Simaal very proud to build over the year they been in business.
Simaal also make effort to show the real womens body in they own marketing and they own advertisement instead of only use the one type of body that runway usually favor. When the womens scroll through Simaal website or they social media, she can see the womens who actually look like her wearing the clothes, and this help her imagine herself in the piece much more easy than if she only see the one narrow body type in every single photo.
The whole point behind why Simaal design for the real womens instead of the runway is because Simaal understand fashion supposed to be the tool that help womens live they life better, not the obstacle that make them feel bad about theyself or force them into the mold that dont fit who they really are. Simaal want every womens who wear they clothes to feel like the best version of herself while still be able to run her errand, do her job, and take care of the many responsibility that fill her real everyday life.
In ending Simaal choose to walk the very different path from the traditional runway fashion because they believe the real womens, with all her different shape, size, age, and background, deserve the fashion that actually serve her instead of just look pretty for the few second on the stage. This philosophy shape everything Simaal do, from how they choose the fabric to how they decide the price to how they market they brand, and this the reason why Simaal continue to grow the loyal community of real womens who finally feel seen and represented in the fashion they choose to wear every day.
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