When news broke today that a new plus size brand was launching, everything at the PMM offices came to a halt.

The reason for that is because this new brand is coming to us courtesy of two veteran bloggers in the industry that have since become designers, consultants and stylists in their own right.

Bloggers Nicolette Mason and Gabi Gregg (aka Gabi Fresh) are among the first plus size fashion influencers to go mainstream. Gregg is known for coining the term “fatkini” and then launching her successful swimwear line with Swimsuitsforall.

Mason went on to become a style columnist for Marie Claire and then write for publications such as Glamour, Teen Vogue, Refinery29, and more. She advised Target on their Ava & Viv line, as well as partnering with both Modcloth and Addition Elle on plus size capsule collections.

And that doesn’t even skim the surface of what these two powerhouses have done in their careers.

These two bloggers are trailblazers in this industry and having known each other for 10 years, it is no surprise that they have come together to launch their own plus size brand Premme.

The things that stand out to us the most about Premme are:

• Clothing will be available in sizes 12 to 30.
• Prices will run from $30 to $89.
• Their pieces will be ready-to-wear styles with stand-out details.
• They will be using models sizes 16, 20, 24, and 26 in its product shots on their website.

According to Refinery29, “their hope is that the line will push boundaries in the plus-size space, proving to retailers that it is possible — and better yet, profitable — to be inclusive.”

Gregg told Refinery29:

“We’re just trying to be the stand-out brand that’s really listening to the community.”

From what we are hearing about the brand and the teaser images, we think Premme is going to definitely stand out.

Mason told Refinery29:

“We’re feminists, and what we really believe is making clothing accessible to as many people as we can. So we were so excited to be able to produce a bigger size range than most brands.”

The fact that they will be using a diverse set of models up to a size 26 on their website and their willingness to make fashion accessible is such a tremendous move within the plus size fashion industry that will prove that larger sizes do sell. It will also prove that women want to see diversity when it comes to models.

Both women said it best during their interview with Refinery29:

Mason: “There is this insistence from retailers that like when they’ve used bigger models that the clothes don’t sell. We know that’s not true, because one of the biggest conversations among plus-sized women is ‘I don’t even know what this is going to look like on a body like mine.’”

Gregg: “A lot of women just feel like, as plus-size women, we’re the afterthought. We’re thrown in the back of a store or a brown box and not given the thought that we would like, so we want to change all of that and from top to bottom.”

All we can say at this point is YESSSSSSSSSSSSSSSSS!

Thank you Nicolette and Gabi for not being afraid to be different and stay true to wanting to create fashion for plus size women in their size.

Premme will launch tomorrow, Tuesday, 7/25 here.