{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Dress designer swaps size labels for empowering messages' data-url='/boclips/videos/5c54d3e0d8eafeecae1eded3' data-video-url='/boclips/videos/5c54d3e0d8eafeecae1eded3' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nDress designer swaps size labels for empowering messages\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eLEADINA clothes designer in Israel is attempting to change the bias of the fashion trade by replacing her larger size labels with positive messages for women.There's a long way to go, but Noa Rubin believes her clients find it...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eLEADINA clothes designer in Israel is attempting to change the bias of the fashion trade by replacing her larger size labels with positive messages for women.There's a long way to go, but Noa Rubin believes her clients find it empowering. STORYLINEOn the street outside Noa Rubin's clothes shop looks much like any other, step inside and you'll see a subtle difference.Although sizing is done for the convenience of retailers and shoppers, Rubin believes clothes manufacturers do a disservice to women by making them fall into categories like large, extra large, or even extra-extra large.Now she's created her own unique size labels ranging from  \"A-Amazing \", \"B-Beautiful \", \"C-Chic\", \"D-Divine\"  \"F-Fabulous\" and \"G-Gorgeous \" .  Rubin provides an index that explains the correlation between her sizing and regular numerical sizes. She had the idea after attending a local fashion fair and women came to her asking whether \"XL\" was the biggest size available.  Rubin recalls a friend asking her if it didn't bother her she was constantly asked about sizes. The friend suggested replacing the letters with numbers, but Rubin wanted to change the system.After some thought she came up with the idea of positive adjectives . Sharona Kurbnik, a shopper at Rubin's store says it's nice to be considered \"amazing or divine\" rather than a letter or a number. \"It makes you feel much more special about yourself, and much more unique,\" she adds.\"If you're an extra large (XL)  then you're fat, if you're a large (L) you're, okay you're not very fat but you're still fat, and then you have to be extra small (XS), or small (S) it's much more fun to be divine or amazing or beautiful or chic,\" says Daphna Schlesinger, a regular client.Rubin believes women of all sizes should celebrate their bodies: \"Why does a woman that comes to buy clothes need to see in front of her eyes that she is extra large or extra-extra large, she doesn't need it. She knows that she is extra large, again to remind her?\"One of Israel's leading plus size models Ray Segev, thinks Rubin's labelling is \"empowering\" though she is skeptical about whether the fashion industry would ever adopt it. \"I think it's cute. I think  it's a very good gimmick and also it's empowering for her clients, it's catchy, it's poppy, I love it, but I think the sizes in fashion are rooted in our society, for so many years and it's so difficult to change it, I think what we as women need to change is our fear to be our size, to just let ourselves be who we are no matter what size we are, I don't care that I'm size 12 or 14 or 16. It doesn't matter to me I love my body and whatever, you know?\"Segev believes that women should let themselves be who they are, no matter their size.As a celebrity on Israel's social media, Segev often shares her thoughts on the fashion industry.She says: \"The fashion industry is just missing a lot of money, a lot of business potential by not making enough fashion for plus size women, I think that they are starting to see the potential, starting to do something about it, it takes time because it's difficult to make clothes for women that are not (skinny and like) a hanger. It takes more thought, it takes a process and it's journey that we need to go through.\" Rubin too is concerned that models above a size 36 rarely make it onto the catwalk at fashion shows.She says: \"I think the world would be a better place if on the runway, in the fashion industry the models were sizes 36 to 50. There are beautiful ladies in size 50 that are proportional and they can go on the runway in a fashion show, and it's a great pity that most of the models are size 36 and less.\"A look at the runway during Israel's Fashion Week seems to confirm Rubin's judgement, but her campaign's just getting started.Givatayim, central Israel – 20 March 20171. External tracking shot walking inside designer Noa Rubin's shop2. Close of label indicating dress size reading (Hebrew) Noa Rubin (designer's name) and (English) D-Divine3. Close of label indicating dress size, reading (Hebrew and English) Noa Rubin (designer's name) and (English) C-Chic4. Mid of shopper Sharona Kurbnik looking in the mirror at clothes5. Close of label indicating dress size, reading (Hebrew and English) Noa Rubin (designer's name) and (English) A-Amazing6. Close of size labels : A-Amazing, B-Beautiful, D-Divine, G-Gorgeous7. SOUNDBITE: (English) Sharona Kurbnik, shopper:\"It's nice to be considered as something amazing or divine and not something that is a letter or a number, makes you feel much more special about yourself, and much more unique.\"8. Various of Rubin and Kurbnik browsing through clothes9. SOUNDBITE: (English) Noa Rubin, clothes designer: \"I decided to change the sizes. I put a positive adjective on the sizes, like amazing, beautiful, divine, gorgeous and women love it.\"10. Mid tilt down of shopper Daphna Schlesinger coming out of changing room11. Mid rear view of Schlesinger looking at her reflection in the mirror12. Close of her size label D-Divine13. SOUNDBITE: (English) Daphna Schlesinger, shopper \"If you're an extra large (XL)  then you're fat, if you're a large (L) you're, okay you're not very fat but you're still fat, and then you have to be extra small (XS), or small (S) it's much more fun to be divine or amazing or beautiful or chic.\"14. Mid of Rubin helping Schlesinger with a different dress15. SOUNDBITE: (English) Noa Rubin, clothing designer: \"They buy a dress and they see on the dress the word amazing, automatically you feel better. It wouldn't be like that if on the ticket on the label was 52. It would be like that but it's better with word, why does a woman that comes to buy clothes need to see in front of her eyes that she is extra large or extra-extra large, she doesn't need it. She knows that she is extra large, again to remind her?\"16. Various of Rubin sewing labels into clothes Tel Aviv, central Israel – 26 March 201717. Various of plus size model and fashion blogger Ray Segev in swimwear during a fashion shoot 18. SOUNDBITE: (English) Plus size model and fashion blogger Ray Segev:\"I think it's cute. I think  it's a very good gimmick and also it's empowering for her clients, it's catchy, it's poppy, I love it, but I think the sizes in fashion are rooted in our society, for so many years and it's so difficult to change it, I think what we as women need to change is our fear to be our size, to just let ourselves be who we are no matter what size we are, I don't care that I'm size 12 or 14 or 16. It doesn't matter to me I love my body and whatever, you know?\"19. Close of make up being applied to Segev's face 20. SOUNDBITE: (English) Plus size model and fashion blogger Ray Segev:\"The fashion industry is just missing a lot of money, a lot of business potential by not making enough fashion for plus size women, I think that they are starting to see the potential, starting to do something about it, it takes time because it's difficult to make clothes for women that are not (skinny and like) a hanger. It takes more thought, it takes a process and it's journey that we need to go through.\" 21. Mid tilt down of Segev modelling swimwear during a fashion shoot Givatayim, central Israel – 20 March 201722. SOUNDBITE: (English) Noa Rubin, designer \"I think the world would be a better place if on the runway, in the fashion industry the models were sizes 36 to 50. There are beautiful ladies in size 50 that are proportional and they can go on the runway in a fashion show, and it's a great pity that most of the models are size 36 and less.\"Tel Aviv, central Israel – 13 March 201723. 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