Meet The New Plus-Size Label That’s Creating Buzz For All The Right Reasons!
In a world where plus size and style are kind of mutually exclusive, it’s an either-or situation for curvy women out there. Barring the fact that sizes are limited, the element of style is so vastly skewed when incorporating it in everyday fashion for your not-so-petite woman.
Internationally, a number of brands such as Dorothy Perkins and ASOS do a range of plus-size clothing that are also trendy, but curvy women in India usually have to settle for baggy clothes, indicating that plus-size women don’t really need to flaunt their shapes proudly.
Cue Half Full Curve, a new clothing label that bridges this function-versus-fashion gap in the market. The people behind the label, sisters Rixi and Tinka Bhatia (Rixi is one of the co-founders of Quirk Box) made it their mission to make curvy women feel confident in their personal style, and are making sure that just because you’re curvy doesn’t mean you aren’t fit.
Set to launch in June, the brand bases its philosophy on the fact that there is no one ideal body shape and that #YouAreSoMuchMoreThanANumber.
Rixi Bhatia chats with Hauterfly about Half Full Curve, what to expect from this plus-size fashion label, and gives us a sneak peek into the collection.
What’s the story behind Half Full? Where did it all begin? What was the inspiration?
Half Full Curve as a concept emerged from the need for plus-size clothing (for Tinka), which is in sync with current trends, and are not boxy. Tinka is actually the muse for the label. Most existing curvy fashion labels design only loose, anti-fit, tent-like silhouettes, for the lack of understanding that curvy women also have a shape, and they want the same designs and styles as anyone else. We want the customer to wear what she likes, and not be body-shamed for wearing her confidence.
We know that intensive market research was carried out before starting the label. Was this because you felt that a certain need wasn’t met by other brands in the market?
There is a lack of good fashion for curvy women in general — the most current labels in retail stores do not really provide sizes for customers to physically try on the outfit. A size ‘Large’ is also a rarity. From prêt labels to couture, there is no availability of sizes. Yes, of course, customisation is an option, but it is difficult for everyone to visualise the outfit on themselves without trying it on.
Hence, even our photoshoot for the online store will be on curvy women, for the customer to understand the fit and look.
When we spoke to a couple of women about plus-size clothes, most of them said that buying plus-size meant compromising on fashion. Brands sell clothes that are functional rather fashionable. How does Half Full fill this gap?
Half Full is their answer to good fashion. We felt that missing void too, and hence the label aims to be a one-stop shop for curvy fashion. We will cater to women across varied ages, body shapes, and style groups. We have varied design collections, which will range from casual to formal looks, and in sync with the current trends.
When conducting the research, what was the one thing that stood out?
Contrary to belief, curvy women like clothes that show their shape, and most of them are confident in their own skin to wear sexier styles.
Define the Half Full woman.
She believes that it is not about what size you wear, it is about how you wear your size. She has her own individual style and a personality that exudes confidence and a free spirit.
Tell us a bit more about the range of sizes, the style of clothes, and the price points at Half Full Curve.
The styling isn’t catering to a single genre — we have classic, feminine, modern chic, artsy, quirky, and monochrome. The aim is to give a varied range for the client to experiment with different looks, and try something new.
The collections are semi-formal to formal, and we will soon add casuals as well. Pricing begins at Rs 5,000. And sizes start at an equivalent of UK size 14. But we will also bring in a collection for smaller sizes.
Half Full Curve will be available online and at different multi-designer stores across the country starting next month. Stay tuned to Hauterfly to get the deets about the launch + our favourite picks from the collection!