we are on a journey to democratise fashion, with fit as out super power. It's what we do better than anyone else and it's what enables us to translate relevant trends to all women, no matter their shape or size. unlike other brands we don't just care about trends and what is relevant for our customer right now, we care that it fits for her and not just for the few. we design and curate product for all women who love, wear and share fashion.

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Target audience

Trend-led women aged 25-45 who prioritise great fit. She's socially savvy, a fashion lover, enjoys shopping and is seeking body confidence through fashion that fits. This is where we come in. 

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Our ambition is to be the UK’s #1 inclusive fashion brand for women

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