As the fashion industry continues to navigate conversations around authenticity and genuine brand connections, Lucy & Yak are saying no to turning their backs on DEI.
Its newest collection, ‘Come As You Are‘, directly counters the industry’s narrowing focus by putting the spotlight on the real people behind the brand and celebrating the many different ways people express who they are. The picnic-inspired collection aims to defend the right to see diverse bodies and inclusive sizing represented in fashion.
Lydia Coley, Managing Director at the brand, said “We are seeing brands turning their backs on DEI initiatives, whether it’s through brand visuals, hires, models, or creative output – we say no to that.
Our community is full of wonderful people who are unafraid to be themselves, and we are proud to create clothes that make them feel comfortable and confident. They are the best part of Lucy & Yak. This collection was a love letter from us to them, a pledge from the brand that will continue to champion diversity and individuality above all.”
As advertising sees a 13% (Kantar) decline YoY in the representation of different female body types across advertising, with the UK going down a steeper slope than the US (Kantar) – Lucy & Yak are positioning themselves at the centre of this conversation.
From a Sheffield-based LGBTQ+ theatre actor to a crafter from Colchester – the brand sought out people for whom their Yaks had made an impact. Celebrating their long-standing love for the brand that has made them comfortable to ‘Be More You’.
