A NEW online fashion brand says it is the first to use models of all sizes to show how its dresses will look in reality.

Perfect Dress Company says it whole website will change to show only models of the customer’s size.

It says it is the first online brand to feature models of sizes eight to 22 in the same outfit on its site, correctly representing the everyday woman.

It has contrasted its approach with that of online giant ASOS, which recently launched an online tool called See My Fit. It uses augmented reality to simulate what clothes would look like on models of sizes from four to 18.

Perfect Dress Company was launched by Bournemouth public relations agency Sunny Bird PR as a way of educating its team on the process its clients go through in taking a product from concept to sale.

Founder Sunny Bird said: “You can’t just stretch a size eight dress and use AR technology to put it on a size 22 model and expect it to fit or it to look the same. This is what’s wrong with the fashion industry and gives people a false representation of how they will look in the dress, which leaves them feeling disappointed when they purchase the item.

“But more importantly our research revealed it can make women feel disappointed, sad and depressed as they feel it is their bodies fault that the dress or item of clothing doesn’t fit or flatter them.

“Sadly, I really think that this initiative be ASOS could contribute to mental health issues. The launch of AR advertising still does not consider or represent real and diverse body shapes inclusive of curves, lumps and bumps. This will create further problems with how women perceive themselves and is not a solution.”

Sunny Bird PR said it started by identifying a need in the fashion market and worked with customers from day one to build the brand.

It organised focus groups with real women and conducted surveys to influence the direction of the business. It said it discovered women of all shapes, sizes and ages did not feel represented in the current fashion industry.

Sunny Bird said: “Throughout the dress company’s development, I have actively sought to use a model from every size bracket, tailoring designs and being the first to include dual sizing to ensure every body shape feels represented within our brand.

“This has given us an opportunity to not only address a real problem within the fashion world today but create our own space. As our dresses are designed on real women, we can also see best how to flatter every single dress size. Our dress styles are tailored for every individual size.”