Lifestyle
Dani Rudz: Pioneering Inclusive Fashion and Body Diversity
Dani Rudz shares her journey, revealing the power of acceptance and the untapped potential of inclusive fashion in Brazil.
Dani Rudz, an influential figure in plus-size fashion and a champion of body diversity, shares her career transition and her fight against beauty standards. She discusses the importance of acceptance, the role of businesses, and the enormous potential of the inclusive market. An inspiring conversation about empowerment and business.
The Donas da Voz episode features Dani Rudz, an inspiring figure in fashion and an advocate for body and racial diversity. Livia Matos introduces Dani, highlighting her journey from biomedical professional to entrepreneur, founder of RDZ Negócios, specializing in plus-size collections. More than just a professional, Dani is an essential voice in deconstructing beauty standards and promoting representation.
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A Journey of Courage and Legacy
Dani's journey is a testament to courage. Coming from a Black family, she chose biomedicine to become a doctor, following her grandmother's wish. However, fashion always called to her, driven by a seamstress grandmother and by being a style icon among her peers. After 20 years in the corporate sector, Dani faced deep prejudices as a woman, a Black woman, and a fat woman. She even heard absurdities like "you're fat, don't come to the event" or "if you don't manage your weight, how will you manage a team?"
At 40, she realized that her purpose of leaving a legacy was not being fully realized. During a sabbatical, she began casually blogging about makeup and skincare. What surprised her was the public's genuine interest in her clothes, revealing an unmet demand. This "aha moment" made her understand the body positive movement and the opportunity to entrepreneur in inclusive fashion. Unlike many content creators, Dani founded her company with a clear vision, mission, and values, seizing an opportunity that arose from her own experience.
Challenges and the Concept of Body Diversity
Body diversity goes far beyond the more commonly known term plus size. It encompasses people who don't fit the established standard, such as fat, very tall, very short, or broader-framed individuals. This standard, historically promoted by the media, is often unrealistic and unattainable, impacting even those who somewhat fit in. The advent of the internet brought real life to the forefront, driving the real beauty revolution.
The challenges for people with body diversity are numerous: accessibility in airplane seats, subway turnstiles, and even restrooms. Industry and society have created an image that "those who don't fit the standard are undeserving," leading to a lack of suitable products and services. Brands often use the excuse of "it doesn't sell" or "we don't know how to make it," ignoring the need for universal design and inclusive communication. Dani emphasizes that it's not about advocating for obesity but ensuring that all people have the right to move freely, dress, and belong, while also addressing the mental health of those who, for various reasons (genetics, body type, access to nutrition or education), do not fit the standard.
Entrepreneurship in Inclusive Fashion: A Giant Opportunity
Dani highlights that the inclusive fashion market is experiencing full growth and offers very positive results. With 60% of the Brazilian population overweight, and 97% of the fashion industry producing for only 40% who fit the "standard," there is a commercial myopia and a gigantic business opportunity. Her company, RDZ Negócios, not only operates in fashion but also provides consulting for various industries, from shoes and jewelry to furniture, architecture, and transportation, showing that the demand for inclusion extends to many sectors.
Companies that claim "it doesn't sell" typically do not invest in specialized consulting or adequate communication. Creating plus-size fashion isn't just about increasing a number on the label; it requires understanding the behavior and needs of these women. Dani's consulting addresses this gap by identifying the brand's internal culture and ensuring that diversity is a genuine purpose, not just "fat money" (wanting money without social commitment). Furthermore, the ESG (Environmental, Social, and Governance) agenda demands that companies view body diversity as a pillar of inclusion, alongside racial diversity, people with disabilities (PWD), and LGBTQIA+.
Acceptance, Impact, and the Future of Real Beauty
Dani's journey of acceptance is inspiring. She shared how she missed important moments, like going to the beach with her son, out of shame for her body. "I stopped living many things in my life because I believed I couldn't wear a bikini," she reveals. The acceptance process was gradual, "one day at a time," breaking down barriers like wearing a tank top or a swimsuit. The key was to follow non-standard references and give herself the same deference she gives to those she loves. This change brought a significant improvement in her mental health, as she never again refrained from doing anything because of her weight.
As a Master Brand ambassador for Dove, Dani works on the real beauty campaign, which is celebrating its 20th anniversary. This work goes beyond aesthetics, addressing mental health and the aesthetic pressure that affects all women. Her recognition by Forbes BLK, an international arm of Forbes focused on Black women, was an "important endorsement" that validated her path and amplified her voice. The evolution of plus-size fashion has been slow but steady; today, "the clothes choose me" has given way to "I choose the clothes," although still with limitations for larger sizes.
There's still a long way to go, but conversations like this are crucial for demystifying prejudices. Dani dreams of one day seeing 100% diverse casts in soap operas and news programs, and no woman feeling held back by not having a standard body. Empowerment, empathy, and information are the keys to a more inclusive future.
At the end of the episode, Livia Matos asks what Dani would say to her 15-year-old self: "Calm down. It's going to be okay. Believe in yourself. Don't believe what people are telling you, that you have no worth. You have a lot of worth, and you're still going to change the story of many women. Calm down, just take it easy."
May this message inspire all Donas da Voz (Women of Voice) to believe in themselves, embrace their own beauty, and transform the world, one step at a time. Together, we are stronger!
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