"Dressing for your body type" is a frustrating, old-fashioned phrase we associate with a bygone era. But chances are we've all been told we shouldn't wear something because it's not "flattering" for our figure.

Now a New York fashion brand is looking to reclaim the word 'flattering' from the negative connotations it's associated with.

Mallorie Dunn, founder of clothing brand Smart Glamour, which sells fashions in sizes XXS to 6X, says "The word flattering, as a stand alone, is not a bad one. The definition is 'pleasing or gratifying'. But that’s not what flatter means contextually nowadays."

"Having 'flattering clothing' basically means 'that makes you look thin.' Or - slightly better but still not good - 'that makes your shape look great'.

"The purpose of clothing is not - and does not have to be - to make you look thinner."

“The purpose of clothing is not to make you look thinner” Fashion brand seeks to reclaim the word ‘flattering’