The wait for stylish fashion is over for thousands of Australian women.


Tuesday, August 7 2012: With the average Australian woman today now a size 16, a stunning new tailor-made collection, Bellecurve, will debut in select Myer stores across Australia this month to cater for the rising plus-sized fashion demand.

Designed for sizes 14 to 24, Bellecurve offers uncompromising fit, style and quality and caters for women aged 25 plus who yearn for great fashion, but cannot find it offered in their size.

Bellecurve’s latest spring-summer collection embraces floral prints and bright colours influenced by global trends. The range is made up of day and evening wear, formal and informal pieces allowing the wearer to move straight from desk to dinner with ease.

Traditionally other plus size labels have been conservative in style, with many full-figure women voicing their frustration about the lack of ‘fashionable’ options. Bellecurve designer Kerry Pietrobon, who work-shopped the brand identified this problem and saw that although the plus-size market was increasing overall women’s apparel choice was declining.

For Pietrobon, Bellecurve is not only a progressive move, but also a smart business decision in an industry that for years has ignored the changing shape of young Australian women.

“Most upmarket Australian labels don’t cater for women larger than a size 12 or 14. Bellecurve is simply responding to the needs in the marketplace and was created on the fundamental belief that every woman deserves cutting-edge fashion, no matter her size or shape, she said.

Not afraid of to make a statement the new collection embraces rosé colour palette and floral prints to reflect youthful spirit of spring.  Coupled with staple key pieces, we provide a twist on the simple little black dress option.” continued Pietrobon.