Curvy & Plus Size Fashion, or Just Fashion For Every Australian Woman in sizes 8 to 24
Our inspiration is to create garments that elevate and amplify the way women feel every single day, creating a sense of confidence embracing who they are, no matter their size.
We don’t do curvy, plus-sized fashion because it simply isn’t real – we create amazing fashion for ladies from sizes 8 to 24 who are proud of their bodies regardless of their numbers and the industries labels.
Curvy and Plus Sized Fashion is a term coined by industry to box particular sizes and shapes into a category enabling them to either avoid making particular sized clothing or to target a particular consumer, thus the term itself – is simply marketing fodder to categorise customers.
This includes and is not limited to Curvy and Plus Size Dresses, Curvy and Plus Sizes Pants through to Curvy and Plus Sized swimwear. The Curvy and Plus Size Industry has expanded truly segregating woman based on their unique attributes.
*Over 70% of women that we surveyed found the term “Plus Size” as offensive - Leina Broughton 2019 – Be The Game Changer Survey on Fit – with over 970 Australian women who completed survey
Wikipedia describes the “Plus Size Category” as being clothing proportioned specifically for people whose bodies are larger than, or proportionally shaped different from, average persons but our question is – who determines the “average size” of a woman?
Curvy fashion is another label being a more recent and relatively new alternative term for plus size, or large size and gaining consumer and editorial favour (via Wikipedia).
According to PLUS Model magazine; "In the fashion industry, plus size is identified as sizes 18 and over” however within the model industry, over a size 12 is considered a plus size/curve model and many brands also consider this size at the top of their scale – completely changing their designs, sections within their stores and effectively segregating woman based on their sizes. Many also completely disengaging with women within this range all together.
With the average Australian woman weighing 71.1kg and a size 14-16, [according to recent ABS data] we not only find these terms out of touch but a concerning trend within the industry and in an era where we are trying to embrace the body image movement this is a trend we will not fall into.
Every woman’s body is different and beautiful, we don’t believe in the cookie cutter approach to fashion and our designs, range and Australian manufactured weekly releases reflect just that.
