Grace Stratton, the 20-year-old founder of specialty ecommerce site All Is For All, has been named one of 50 global Badass Women by US glossy magazine InStyle. The list includes international celebrities like Mindy Kaling and businesspeople like Stitch Fix chief executive Katrina Lake.
Stratton is number 18 on the list, which praised All Is For All’s innovative perspective and accessibility. The platform comprises ecommerce, a boutique modeling agency and consultation service.
2017 Young New Zealander of the Year nominee and lifelong wheelchair user Stratton launched the site in March 2019 out of frustration at the accessibility barriers in place across online shopping sites.
“It comes down to a really simple thing” she said at the time of launch. “A lack of information and acknowledgement. Myself, and the many friends I have who live with various access needs (disabilities) can’t easily find the information we need, when clothes shopping online. This applies to individual garment descriptions, search engine capability, and visual representation.”
All Is For All is believed to be a world first in curating apparel by New Zealand designers and presenting it accessibly: on models with access needs alongside able-bodied models; with detailed alt-text descriptions for the visually impaired; and a custom-built search engine allowing browsers to filter by different access needs.