26 September 2022, Mumbai:
Papa Don’t Preach is promoting the idea of size inclusivity. The brand will replace its clothing size labels with rainbow labels. The idea is to remove the concept of sizing. Rainbow labels means clothes will be constructed to fit a person and not the other way around.
Papa Don’t Preach has already begun to add the names of the artisans who make specific items of clothing for the brand onto garments’ labels to honour its karigars. Papa Don’t Preach has been vocal about eliminating the fat tax, which refers to how many brands charge more for larger sizes, citing increased production costs due to using more fabric and trims.
The brand’s new system assigns different colours to the rainbow labels, which do not denote size but are used for logistics. Personal shoppers in the brand’s flagship stores will also be on hand to guide shoppers to find clothing that fits them.
Based in Mumbai, Papa Don’t Preach brings to the world unapologetic rebellion with a sense of humour. It has risen to prominence chasing a vision to infuse innovation and consciousness into everything it creates. This has materialized in an ever-expanding repertoire of luxury, RTW and bridal couture alongside an award-winning line of accessories.
