Wekala's newest collection aims to make fashion even more mindful by introducing a body positive, size inclusive approach.
Because clothes should have a chance to be appreciated on the regular, local startup e-commerce platform ‘Wekala’ works with preloved clothes and gives them another chance at a stylish life. But now, their newest collection aims to make fashion even more mindful by introducing a body positive, size inclusive approach.
Their new inclusive campaign celebrates all sizes, body types and needs. Since the platform's slogan is ‘Slowing Down Fast Fashion’ and its ethos is all about opening up fashion to a wider spectrum of women, this campaign aims to show that fashion really is for everyone.
“Egypt has a very vast stock-clothes market yet it is limited to a certain target audience because it is stigmatized as ‘not cool enough’. However, by expanding the market's target audience we are actually supporting the dealers who have been doing this for multiple generations, we expand our style options and save the environment in the process,” founder Nayera Yasser tells #CairoScene. “I guess I can say that I was inspired by this market and its unlimited options, after buying my clothes from the market for about two years, I thought it was time that I included more people.”
In essence, Wekala offers a convenience service, tackling all the pain points that stop most shoppers from buying pre-loved clothes. The slow fashion business rescues each piece of clothing through filtering large stocks, curating drops, mending those that need mending and cleaning the entire inventory before packaging and shipping them to their new wearers. If the amount of up-and-coming baby brands and newfound thrifting trends are anything to go by, slow fashion is slowly but surely on the rise in Cairo. Wekala just happens to be one of the best doing it.