Now that we know what emotional durability is and which techniques can support it, I want to share how I applied these approaches in one of my own projects.

‘Dear Body’ is a collection that I designed as my final assignment when I was graduating from Fashion Design at university 2 years ago. You can see it in the portfolio section here: Dear Body

The idea came from the observation that female bodies are subject to constant changes—long-term (like weight shifts or pregnancy) but also short-term (like hormonal cycles). These changes affect not only body image but also our relationship with clothes.

Personally, I noticed the problem when my body was changing due to gym training and weightlifting. Every switch from bulking to cutting meant that half of my wardrobe stopped fitting. But the biggest issue wasn’t the physical fit—it was how it made me feel. And those weren’t positive emotions.

This led me to investigate how clothing fit influences women’s body image. The research revealed that:

• Improper fit undermines confidence.
• The fashion industry favors certain body types, making it hard for others to find flattering clothes.
• When clothes don’t fit or feel good, we tend to discard them—shortening their lifespan.

Durability suffers.

Defining the concept

Based on these findings, I defined three principles for the ‘Dear Body’ collection:

1. Respect different body shapes and size changes.
2. Positively affect women’s self-confidence.
3. Prolong garment use—supporting emotional durability.

Before we design a solution, we need to really understand the problem. Here’s where the Value Proposition Canvas comes in. If you don’t know the tool or you’re wondering why we’re doing this analysis here—I wrote separate articles about it, check them out:

• How to Build a Meaningful Value Proposition

• Why Knowing Your Customer Matters

Here’s how I mapped the customer segment:

Jobs:

• Emphasize attractive features, hide disliked ones
• Balance between standing out and fitting in
• Dress to achieve a balanced, slender look with a defined waist

Pains:

• Fluctuating body size
• Exclusive sizing systems
• Confidence affected by changing fit
• Pressure from shifting beauty ideals
• Being judged based on appearance

Gains:

• Body satisfaction
• Assurance and confidence
• Comfort and functionality
• Long-lasting garments

With a deeper understanding of the target group’s needs and desires, I could move on to defining the solution—my Value Proposition:

• Products: A womenswear collection addressing the issue of losing control over one’s body under social pressure, while aiming to give a sense of regaining control.
• Pain Relievers: Garments with inclusive sizing and adjustable features to accommodate body changes, plus designs that question beauty ideals and send an empowering message.
• Gain Creators: Flattering, comfortable, high-quality garments that promote positive feelings, with longevity ensured by timeless design, adjustability, and durable materials.

Techniques for Emotional Durability Applied

• Customization: Adjustable features personalize fit to body changes and preferences.
• Storytelling: Aesthetics that challenge body ideals and empower wearers.
• Timeless & versatile design: Adaptable so that one can keep wearing the garment even if body size or shape changes. Easy to mix and match, not trend-driven, crafted with quality materials.
• Fulfilling real needs: Comfort and inclusivity at the core, with proportions and textures designed to flatter diverse body types—not just the ‘industry standard’ ones.

Bringing the Concept to Life