The movement for size inclusivity in fashion has lost one of its visionaries. Earlier this month Alexandra Waldman, co-founder of Universal Standard, passed away due to an aggressive form of cancer. “Amidst an exclusionary fashion landscape that perpetuates antiquated beauty standards, Alex saw the potential for a brighter future,” reads the announcement made on Universal Standard’s Facebook page. “She leaves behind a legacy, but also a blueprint for how we all can champion a more inclusive future.”
The outpouring of sympathy across multiple social media platforms included comments from followers of the brand, reflecting on the impact Waldman and Universal Standard have had on their lives. “Such incredibly sad news. What an amazing person she was. She opened up a whole new fabulous world to those of us who are treated like second rate citizens by the apparel industry. I love Universal Standard and will think of her when I wear my most cherished pieces,” wrote Suzi Owens.
“Thank you for making inclusive fashion and labeling my 3X body a Large. Thank you for making styles that all people can wear be they, men, women, nonbinary or transitioning. I celebrate and honor you today in the same way you honored all of us with your accessible fashion!” wrote Dana David-Dahmoush.
Waldman co-founded the inclusive sizing fashion brand with friend and CEO, Polina Veksler. “Alex and I became fast friends,” reflects Veksler, “bonding over our love for international travel, experiences immigrating to new countries as kids, and our shared desire to leave the world a better place than we found it, which Alex has certainly done.” Veksler shares that Waldman inspired designers, media outlets and industry stakeholders to take steps to change the culture. “Her impact is immeasurable and undeniable,” says Veksler. “I miss my friend dearly and will continue to be inspired by her confidence, loyalty, and vision every day.”
What follows is an abridged timeline of that Waldman accomplished, alongside Veksler and the Universal Standard team, since the brand’s inception in 2015.
2015
In preparation to develop their first collection, Waldman and Veksler visit luxury clothing stores to find where exceptional designer garments are being made. Though factories were hesitant to produce the expansive size range they are proposing, they ultimately identify a factory in Peru that can accommodate their vision. The brand still works with them to this day.
That same year, Universal Standard launches with an eight-piece collection, which sells out within six days.
2017
The company releases a three-piece collection with actress Danielle Brooks. Later that year, Waldman and Veklser find themselves asking, “How cool would it be to exchange my jeans when I go up or down a size?” and come to the conclusion that they can ceate a program that makes this happen. The brand goes on to launch “fit liberty,” a free exchange program that allows a customer to swap out select pieces for the same styles, should their size change.
2018
The brand expands their sizing to accommodate sizes double-zero through 40. Universal Standard launches collaborations with J. Crew and Goop, and are named one of Fast Company’s Most Innovative Companies. That same year, the company donates over 10,000 pounds of clothes to organizations dedicated to helping women return to the workforce.
2019
Waldman helps launch collaborations with Rodarte and Adidas, and Universal Standard publishes What Would Fashion Look Like If It Included All Of Us? a children’s book about imagining a world where clothing “connects us instead of divides (us).” All of the proceeds from the book are donated to Save the Children and No Kid Hungry’s shared initiative.
2020
Universal Standard launches the Vote with US campaign, which benefits When We All Vote, a non-profit, non-partisan organization that aims to increase election participation and close the race and age voting gap.
2021
Waldman is awarded for her work with The Coalition for the Homeless’ First Step Program and launches a partnership with Planned Parenthood for Mother’s Day. Three artists — Amber Vittoria, Melissa Koby, and Marylou Faure — are commissioned to create a limited edition collection of printed tees entitled “Ever Mothers” with 100% of the profits going to Planned Parenthood.
2023
Universal Standard acquires luxury plus-size womenswear brand Henning, and launches the expansion of the “See It In Your Size” program. This program focuses on allowing customers to see styles on models who are their size.
The customers of Universal Standard mourn Waldman’s loss but remain enthusiastic about continuing to celebrate and participate in the vision for inclusivity that she left behind. Regarding the state of the business, Veksler reflects, “(Waldman’s) mission to democratize the fashion industry remains at the core of everything we do. Universal Standard has and will always be a bold pioneer of progress committed to sparking sustained, community-oriented, and meaningful change in fashion and beyond.”
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