This excerpt is adapted from “The Enshittification of eShakti,” written by Andrea Grimes, and was originally published in The Flytrap, a worker-owned, intersectional feminist media collective established in 2024.
In a world where fast fashion dominates, eShakti once stood out as a remarkable fashion brand, known for its unique blend of trendy and timeless styles. Catering especially to plus-size women, eShakti offered exceptional size customization options that made finding the perfect outfit for any occasion—whether it be work, vacations, or weddings—effortless. Personally, I purchased a beautiful cream-colored 50s-style cocktail dress as a backup for my wedding day, embracing the idea of having multiple options to express my style. The brand’s commitment to the health, well-being, and ethical treatment of its employees was prominently displayed on their now nearly obsolete website, making eShakti feel like a company that genuinely cared.
However, as I reflect on eShakti today, it is with a sense of nostalgia rather than celebration. The company hasn’t experienced a dramatic downfall or closure; instead, it seems to have quietly faded away after an unsettling period of decline. The first signs of trouble emerged in early 2023, when a whisper network among shoppers began to circulate online, filled with warnings about delayed and unfulfilled orders, sometimes expressed in all-caps frustration. Despite the eShakti website still appearing active, customers are met with the disappointing message “We are currently unable to process your payment due to technical issues” during checkout. This situation has left countless loyal eShakti shoppers anxiously awaiting orders that may never arrive, adding to the sense of betrayal and confusion.
Celebrating eShakti as a Trailblazer for Plus-Size Fashion
During its prime, eShakti carved a niche for itself as a pioneer in the plus-size fashion realm. While it wasn’t perfect, eShakti distinguished itself from other brands by avoiding the problematic portrayal of body politics that often accompanies plus-size marketing, such as Old Navy’s short-lived “BODEQUALITY” campaign. Shoppers could view clothing on models representing diverse body types, allowing them to envision what a tropical-print wrap dress would look like on their own figure. For many, this was a refreshing change from typical marketing ploys that trivialized their shopping experiences. Simply being able to purchase stylish clothing in the right size was a significant relief for many consumers.
The customization aspect of eShakti appealed to many shoppers, as it offered not only a better fit but also signified a commitment to sustainability and reduced waste through its made-to-order model. eShakti’s target demographic included discerning fashion enthusiasts willing to invest in quality garments, many of whom had been marginalized in traditional retail spaces due to limited sizing and inferior product quality. This sustainable approach resonated with consumers who sought to make more informed and responsible fashion choices.
Marie Denee, a notable fashion influencer and the founder and CEO of the widely recognized site The Curvy Fashionista, emphasizes that today’s plus-size consumers are often in their 40s, more knowledgeable, and possess a refined sense of style. According to Denee, today’s shoppers are not only self-assured but also perceptive, able to discern when fashion brands are merely trying to exploit them without genuinely investing in representation. This aspect of eShakti’s marketing was particularly perplexing; while the brand offered a wide range of customized plus-plus-and-plus sizes, it predominantly showcased its garments on straight-sized or potentially AI-generated models, failing to reflect the diversity of its actual customer base.
Denee likened eShakti’s approach to “dating in the dark,” suggesting that while the brand was willing to accept money from plus-size consumers, it hesitated to visibly embrace them. She expressed concern that eShakti’s decline represents a missed opportunity to cultivate a loyal customer base eager for authentic representation. Should eShakti attempt to revive its brand, Denee insists that it would need to make sincere efforts to rebuild trust with its consumers through consistent and meaningful engagement, rather than temporary fixes.
Yet, for any of these potential improvements to materialize, eShakti must first address its operational challenges. The reasons for its decline remain unclear, whether due to pandemic-related profit losses, unforeseen natural disasters, or some other undisclosed issue. Currently, eShakti seems to be in a peculiar state of limbo, with the website remaining functional but lacking a viable checkout option.
While eShakti never overtly branded itself as a definitive destination for plus-size fashion, it did pride itself on prioritizing the welfare of its employees, a claim still echoed on its ghostly “about” page. Customized clothing is undoubtedly appealing, but what would truly resonate is ensuring that workers receive their rightful pay and benefits for the garments they once crafted.
