About Us

I believe that fashion is a tool, used to bring joy to our everyday lives, a form of escapism and expression.

Growing up in a family of incredibly strong, expressive, plus sized women, shopping trips would be soul destroying. All the options would be ill-fitting or dated in design and it was evident that no one truly saw or understood the needs of a plus-sized woman (let alone their individual desires). This tool, that seemed to be essential to everyone, was only accessible up to certain size. Who made these rules, I wondered? Who made these clothing selections? Why was nobody listening or doing something about it?

At 13, seeing my matriarchs defeated after every shopping trip, it weighed on me that this was going to be MY future too. This has since been the driving force behind my career, trying to change the industry that I love so much, to be more inclusive. The positive impact of a beautiful outfit is undeniable, why shouldn't every person have access to that?

And so, my retail career began. No matter what role I took, the mission was clear, all of my efforts had to lead to serving the plus sized consumer, better. 

But over the years, it became evident just how fat-phobic this industry really is. I didn't think that at 36 I would have fewer fashion options available to me than I did at 13 but here we are. I have tried my very best to influence this from the inside of South Africa's most loved retailers but it hasn't worked. Instead of trying to convince everyone in the boardroom about how successful they would be if they better served the plus-sized market, I decided to put my money where my mouth is and try to build something from scratch. 

With the help of my plus-sized ecommerce specialist sister, and our family, we have spent the last three years developing this brand and collection. Our dream is to have a brand that is fully inclusive, we're talking both men and women, sizes 6 to 30, with a few stores around SA. 

But we have to crawl before we walk. 

So we present to you our debut collection based on our non-negotiables of fitting sizes 20 - 30, honouring your curves, made using incredible fabrics and crafted to last a lifetime. 

Our commitment is that we will always keep plus-sized women top of mind, and we ask you to have fun with what you wear and to help us disrupt the market by showing that plus-size fashion, can in fact be successful.

VIVIAN, exclusively for the excluded.