Dear Curves, a luxury fashion for the discerning plus size woman is a fashion brand that came to my radar around 2013. So, I introduced them to my Hispanic readers back in the day with great success.
They have grown, evolved, and have become on my recent search in one of my favorite clothing lines. Why? Because of how they mix luxury and modesty in one. My favorite duo!
I have the chance to talk to Ojoma Idegwu the founder and creative director of the brand.
DEAR CURVES: THE INSPIRATION BEHIND THE BRAND
Who and what inspires your designs?
Dear Curves is wholly inspired by plus size women. We founded the brand in 2013. We wanted to introduce elements of the African culture- of curves being beautiful, and in some part of Nigeria, being perceived as a symbol of one’s social status- to the western world. At a time where being a size 12 and above, was not seen as attractive! Poetry, painting and abstract entities also inspire me.
Who design all the pieces?
Our in-house team designs all our products but we outsource the assembling of products.
A DIFFERENT BRAND
While many explode women´s sex appeal, you are more into modest fashion. What took you to that direction and what feedback do you have from your customers?
Right from the onset, we had a clear vision of who a Dear Curves customer is, what she does, her social status. Our creations reflect the answers to all those questions. Effortlessly elegant epitomizes our customer. We believe a modestly dressed woman is also sexy.
How easy or difficult is to create and keep a luxury line for plus size women?
Understanding the culture and generic work ethics of each market we trade in, was initially challenging; but we have successfully overcome that. Aside from the fact that our products are independent of fashion trends. We renew our capsule range on a quarterly basis, as such, we are able to pace ourselves and stay on top of challenges, if and when they arise.
What has been the biggest challenge for you as a clothing line?
The biggest challenge was initiating contacts in the various markets we had interest in trading in. I am glad we were able to overcome that through a combination of factors such as liaising with influencers and media alike.
FASHION AND WOMEN EMPOWERMENT
How can women feel empowered through their clothes?
There is something to be said and deeply empowering of a woman who chooses and wears whatever outfit or pattern she so desires- regardless of what the so-called style do’s and don’ts stipulates.
What celebrities and where have worn your clothes?
Aside from been featured in US hit TV series: Empire. We’ve had celebrities such as Gabourey Sidible and Jazmine Sullivan wear our products.
THE FUTURE OF DEAR CURVES
What is in the future for Dear Curves?
Further expansion into several markets. We are presently available in 32 different countries. Our customers can shop our range of products on our website. As well as marketplaces such as Fruugo, or if in New Zealand and Australia, The Market.
If you could give three wise pieces of advice to women when it comes to shopping for clothes, what would they be?
- Forget the size label! Wear what suits you.
- Dress for your body shape.
- Don’t be afraid to experiment with prints, patterns.
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