Disability and fashion: because there is no inclusion (and a proposal for change)

According to the research conducted for Zalando by the Research Institute Yougovfashion is considered the third less inclusive field for people with disabilities (24%), behind transport (50%) and urban (44%). More than 8 out of 10 Italians, 81%, have never heard of adaptive fashion Between Gen Z and Millennial the percentage drops 71% and 74% respectively. As many as 70% of people with disabilities have never heard of adaptive fashion. This particular data becomes a challenge, but also an opportunity for the fashion industry.

Also according to the survey, it should have descriptions of the products that clearly highlight the adaptive aspect of the garments (36%), but also a large and varied selection (20%), affordable prices (19%) and authentic testimonials with direct experience product (15%). The main limits to adaptive fashion development are the little awareness of brands (41%) and high costs (38%). Only 16% of those who responded to the survey think that there have been positive developments in the field of adaptive fashion: almost 4 out of 10 people believe that the fashion industry should do more. Almost 6 respondents out of 10 think that more and more companies in the coming years will propose heads of this type. 45% of respondents said that it would be more inclined to choose a brand based on its opening towards adaptive fashion.

As for the purchase channel of adaptive fashion, the digital, chosen by 35% of respondents as the favorite is particularly appreciated for the possibility of avoiding shops perhaps crowded and not always fully accessible. To emerge as the most effective tool to sensitize people on adaptive fashion are social media (38%, 55% for millennials and 48% for Gen Z), followed on equal merit by traditional media (33%) and collaborations with testimonial with disabilities (33%) while in fourth place the events and fashion shows dedicated to adaptive fashion (30%) includes. For people with disabilities, events and parades represent the most suitable channel (37%) followed by social media (32%), testimonials (31%) and traditional media (28%).

With regard to the strategies that could make adaptive fashion more visible and accessible online, according to interviewees in the first place there are reviews of people with disabilities showing the use of the garments (30%) followed by targeted communications by companies ( 26%) and the creation of a dedicated section on the brand or e-commerce website (18%, growing at 26%both for Gen Z and for Millennial).

Here complete research: Fashionadactiva_zando e evdf (application/pdf 1.04mb)

Zalando launched his first adaptive fashion collections in 2022 by proposing a selection of articles with attention to functionality and design: products created with the aim of being accessible to people with permanent or temporary disabilities of various types, such as mobility and reduced dexterity, as well as sensory sensitivity. The platform today has adaptive fashion collections through all its Private Label (Anna Field, Friboo, Even & Odd, Pier One, Yoururn and Zign), with several focus: fashion in general, sports fashion, fashion for children, footwear and accessories. He then expanded the offer with articles from other brands that entered adaptive fashion such as Tommy Hilfiger, Nike, Adidas, Skechers and Janssports.

«People with disabilities prefer clothing that allows them to dress independently, for example with magnetic buttons or hidden hinges. It is highly appreciated when the garments are simple to wear and remove, such as, for example, shoes that fit easily. The sensory elements of the articles are also a key factor, such as thinking about seamless garments or labels that are easy to remove. Finally, we noticed that both those who use prostheses and those who are in a wheelchair have very specific accessibility needs, such as easy sleeves to open or shortened garments only for the upper part of the body “explains Eloisa Siclari, General Manager of Zalando for Italy And Spain.

In addition to these filters, Zalando has introduced a special form that highlights the unique adaptive characteristics of the products with detailed images and clear descriptions, making it easier to identify the designed products, for example, for users who are in wheelchairs or for people with sensitivity of the skin.

In 2024 he launched his first adaptive sportswear collection, through his private Label Pier One Sports and Even & Odd Active, developed for and with the direct contribution of people with an active lifestyle such as, for example, athletes and skiers who use Prosthesis. For this collection, Zalando collaborated with Ottobockglobal leader in the Healthtech and prostheses sector, to share knowledge and feedback from their athletes in order to create design and garments that supported them at best. «Adaptive fashion means guaranteeing everyone the right to expression and style. This collaboration was born from the need to create a functional collection, inclusive and aesthetically captivating. It does not only mean designing easily wearable, practical clothes with a comfortable fit; It is a question of combining the functionality with the power of fashion to interpret and express one’s personality »comments Martina Barcaro, Ottobock Italy Communication Manager.

The first adaptive fashion collection for children offers a proposal of fashionable basic garments for children with disabilities that combines the necessary functionality with an elegant Zalando appearance, the main European Multi-Brand online destination, has expanded its adaptive fashion offer Including children’s clothing, after recent additions of footwear and sportswear for children. The collection, consisting of 29 garments inside the private label of Zalando, Friboo and Yourcturn Kids, meets the needs of children with disabilities, offering t-shirts, pants, sweaters, underwear, body and underwear with various adaptive characteristics.

Markus Breitsameter, Zalando’s Team Lead Design Textileshe explains: «They are the small details that can make a big difference: for example, a wider collar to facilitate the passage of the t-shirt over the child’s head, a pair of buttons to open the pants more, a small opening for Access more easily to a port-a-cath or a stoma, and so on. We collected precious information during meetings with parents and caregivers throughout the design process. Like all other children, even children with disabilities grow, play, get dirty and acquire new knowledge and skills over time. This requires frequent clothing changes, so their wardrobe must also be flexible. For this reason, we decided to offer several multipack items at an affordable price. Faithful to the adaptive principle of “The style in the first place”, the garments combine the necessary features with an elegant aspect, with the adaptive characteristics integrated in a discreet way ».