In a move to appeal to a broader market, womenswear label Embody Denim has decided to expand its offering to include sizes from 8-22.
The brand, originally known for catering to women in the size 12 plus market, will now offer smaller sizes following continued requests from customers.
Embody Denim managing director Natalie Wakeling said even though the label was intended for a particular size of customer, she saw no reason to offer her designs to a broader market.
“Embody Denim was carved out of a love for denim and fashion, I desperately wanted to help women that could not access on trend basics to be blessed with a premium product designed specifically for hips tummies and bottoms.
"I think it's only fair that size 8-10 ladies can also access my special designs.
“The fashion industry loves putting women into a certain box or label, I don’t want to be one of those brands that puts a woman into a category anymore."