Denim label embodies real women
Mudgee-based designer Natalie Wakeling is about to put an end to the torture however, with the launch of Embody Denim, which promises to provide fashion conscious but curvy women a relief from their fitting room woes. The range, made wholly in Australia from premium quality cotton denim, is priced between $230 and $245 and comprises five styles to suit body shapes including 'pear', 'love heart', 'apple', 'noodle' and 'hourglass'.
"The idea is that every voluptuous woman should be able to fit into at least one style of the jeans," said Wakeling, adding the range would feature regular updates to keep it in line with current fashion trends and palettes.
With around nine stockists across Sydney and Melbourne and the first shipment of stock to New Zealand dispatched earlier this month, the distribution strategy for the label was designed to "keep it a bit special", Wakeling said.
"I don't want it to be too easy to get hold of," she said, adding that distant devotees would nonetheless be able to purchase the label via its online store.
The Embody Denim range will go up to size 24, but ironically its biggest triumph has come in an unexpected form.
"Recently I've had a lot of demand for the jeans from smaller sizes including size 8. All the PR specialists I spoke to told me there was no way I could market a 'plus size' range as a mainstream fashion item, but it looks like I've proved them wrong. The jeans are meant to be fashionable after all."
While Wakeling - who has worked as a plus size model and at her biggest was size 16 - will release a smaller size collection, her commitment remains steadfastly with the plus size market.
"It's been a real challenge getting a good overall fit everywhere on the body. It's about catering to the hips, thighs and tummies. It's also about giving women jeans that won't sag and that will give them support.
"The research I did before launching the brand showed that most plus sized denim is pretty ugly. I don't see why a woman doesn't have the right to be stylish just because she has a generous bust and behind. I just don't get it."