A letter from the Founder
I need to be honest about something.
When I launched FitiA in 2020, I dreamed of campaigns filled with women of all sizes, shapes, and backgrounds—just like the community we serve. But when it came time to shoot, I faced a harsh reality: true diversity in modeling was (and still is) shockingly scarce.
The Problem No One Talks About
Even in a city like Barcelona—a place that prides itself on culture and inclusivity—finding a diverse range of midsize and fuller-busted models was nearly impossible in 2020. Agencies simply didn’t have them. The few who existed were often booked months in advance or based in other cities, making logistics (and budgets) impossible for a small brand like ours.
I had two choices:
1. Wait indefinitely for the "perfect" diverse casting (while delaying our launch).
2. Work with what was available and push for change from within.
I chose the second option—but it’s a decision I still regret.
The fashion world loves to preach diversity, but behind the scenes, the system is still stacked the same way:
- Most agencies prioritize sample-size models, even for "inclusive" brands.
- Plus-size and midsize divisions are often an afterthought.
- Ethnic diversity? Even harder to find in certain markets.
I could have hired models from Madrid or Paris, but the costs would have buried us before we even began.
My Promise Moving Forward
This isn’t an excuse—it’s accountability. Since 2020, we’ve worked tirelessly to:
Cast real women (not just agency models) in our shoots.
Partner with local creatives to amplify underrepresented voices.
Be transparent about the gaps we’re still fighting to close.
Diversity isn’t a checkbox. It’s a fight—one that requires money, access, and systemic change. Small brands like ours can’t fix it alone, but we couldn't refuse to stay silent.
This is why your support matters. Every purchase pushes us closer to a world where *no one* has to compromise on representation.
We’re not where we want to be yet. But we’re committed to getting there—together.
With Love,
Shanice
