Department store Myer is preparing to spice up its plus-size womenswear.
bellecurve will debut in select stores across Australia this month, an on-trend fashion label designed for sizes 14 to 24.
The label is pitched at women aged 18 to 30 who are looking for trend-led fashion garments.
bellecurve designer Kerry Pietrobon, who workshopped the brand, believes although the plus-size market is increasing, overall women’s clothing choice is declining.
“Most upmarket Australian labels don’t cater for women larger than a size 12 or 14,” she said.
“bellecurve is simply responding to the needs in the marketplace and was created on the fundamental belief that every woman deserves cutting-edge fashion, no matter her size or shape.
“The spring-summer collection is tailor-made for the warmer months, embracing bold prints, textured fabrics and vivid colours, appealing to a women’s right to feel flirty.”
Prices for bellecurve range between $59.95 through to $159.95.
The collection will be exclusively sold at select Myer stores across Australia, with select pieces available via myer.com.au.