Fashion
Why Premme Shutting Down is a Major Loss For The Fashion Industry
Another amazing brand bites the dust.
Premme, the plus size clothing brand created by veteran bloggers Nicolette Mason and Gabi Gregg (aka Gabi Fresh) two years ago, will be shutting down at the end of July.
Mason and Gregg made the announcement on social media this week and to say that the response was met with disappointment and sadness is an understatement.
When Premme launched in the summer of 2017, Gregg told Refinery29:
“We’re just trying to be the stand-out brand that’s really listening to the community.”
Refinery29 also wrote: “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.”
And that they did. From seeing droves of plus size women (and men!) wearing their Feminist AF denim jackets and sparkly culotte jumpsuits to even us dedicating ‘Who Wore It Best‘ blog features showing influencers who took Premme pieces and made it their own.
Read more: Who Wore it Best: The Paperbag Pleat Skirt from Premme on Instagram
Items on their site quickly sold out with the site experiencing tech issues from the amount of traffic they were receiving.
They offered up to a size 6 on their site from the start and also used different sized models up to a size 26.
The business partners told Refinery29 why they felt this was important:
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.“
That willingness to be truly inclusive in sizing and representation is rare in an industry where many brands think going up to a size 24 is inclusive.
This is why Premme shutting down is a major loss for the fashion industry.
They truly were setting the tone for what we’re seeing now in the fashion industry… major retailers are extending their size ranges, eager to cash in on a $21 billion market that has potential to reach $60 billion by 2020. These retailers not only want to offer plus sizes, but also desire to be viewed as inclusive and body positive.
We’re still in the midst of that change and educating those brands on what being size inclusive truly means. And Premme did their part by not being afraid to offer above a size 24 and showing its clothing on an array of different shapes and sizes.
That clothing wasn’t matronly and it allowed plus size women above a size 24 to wear bold, statement pieces that showcased color, interesting fabrics and on-trend silhouettes. Their pieces were unique and not something you’d find on a rack or on a retailer’s website.
The two powerhouses did say they were pursuing new adventures so we can’t wait to see what’s next for them.
What are your thoughts on Premme shutting down? You can scoop up some pieces on sale here before they close for good.
Follow us on social media @plusmodelmag and let us know: Facebook | Instagram | Twitter
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@panamakish
@felicityhayward
@nizzymacc
@danielle_nekole
@whatkaliwears
@tiffythefashionslayer
Feature
SwimStar All Stars Partnership With Renowned Plus-size Model and Swimsuits For All Ambassador, Denise Bidot
Inclusive Swimwear Brand Collaborates with Prominent Plus-Size Model Denise Bidot to Empower Aspiring Models…
Swimsuits For All, a pioneer in inclusive swimwear, proudly introduces its inaugural SwimStar All Stars campaign in partnership with renowned plus-size model and Swimsuits For All ambassador, Denise Bidot. This collaboration marks a significant milestone, nearly a decade following Denise’s groundbreaking “Beach Body, Not Sorry” campaign with Swimsuits For All in 2015, which showcased unretouched imagery aimed at promoting unapologetic confidence.
Denise Bidot and Swimsuits For All have jointly unveiled the SwimStar All Stars nationwide search, dedicated to discovering emerging talent in the realm of swimsuit modeling. Encouraging aspiring models to share their personal narratives, the initiative aims to inspire women of all backgrounds, shapes, and sizes. Following a rigorous selection process, Brittany Wilborn, Camryn Henry, and Sharon Clawson emerged as the chosen winners. In January 2024, these models embarked on a transformative journey to Harbour Island, where they had the unparalleled opportunity to shoot alongside Denise under the expert direction of internationally acclaimed photographer and director, Ben Watts.
Reflecting on the initiative, Denise Bidot remarked, “This was a truly exceptional opportunity to celebrate the diversity of plus-size models and cultivate an atmosphere of support, empowerment, and knowledge sharing. The camaraderie on set was palpable, and I am deeply honored to impart the wisdom and insights I’ve garnered throughout my career. Opportunities like these are scarce for plus-size models in the industry, and it has been a privilege to collaborate with the exceptional team at Swimsuits for All to bring this campaign to fruition.”
The models showcased the latest swimwear offerings from the Swimsuits for All 2024 collection, featuring innovative designs tailored to meet the diverse needs of women, including:
Feel-good Fits: Addressing common concerns such as tummy bulges and fit issues, Swimsuits for All offers a range of fits designed to instill confidence and comfort in every body. Incorporating features like Power Mesh for a smooth, flattering silhouette, and adjustable straps for customizable support, the collection caters to various body types.
Bold Prints & Colors for Summer: The summer swimwear collection boasts vibrant colors and captivating prints, injecting excitement and personality into beach and poolside attire. From vivid neon hues to tropical motifs, the collection encourages self-expression and style experimentation.
Liquid Shine: Introducing Liquid Shine, a striking swim fabrication characterized by a glossy, liquid-like finish, adding an edgy allure to beachwear. Available in multiple silhouettes, including bikinis, Liquid Shine ensures you stand out with confidence.
Bikinis that Suit You Best: The Mix & Match Bikini collection offers a personalized approach to swimwear, allowing individuals to mix and match colors and silhouettes for a bespoke look tailored to their preferences.
Beyond showcasing inclusive swimwear designs, the SwimStar All Stars campaign embodies a celebration of women uplifting one another in an industry often marked by competitiveness. Throughout the week-long shoot, models engaged in one-on-one sessions with Denise, fostering meaningful dialogue about the evolving representation of plus-size bodies in swim and fashion.
Jordan Hauser, Senior Director of E-Commerce & Marketing, expressed, “This campaign transcends conventional notions of body positivity and representation in the swim and fashion industries. It is a testament to the power of storytelling and authenticity in reflecting the diverse experiences of our customer base. We are committed to fostering a movement where women find strength in unity, and we are thrilled to embark on this journey alongside Denise Bidot, one of the industry’s foremost advocates for inclusivity.”
The summer 2024 swimwear collection is now available. For further details about Swimsuits For All and the SwimStar All Stars campaign, please visit www.swimsuitsforall.com.
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@plussizewildflower
@msgigggles
@talitakate
@valeriemaroneyy
@curvy_ambassador
@nativeactress
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@pridantas93
@shunitawynne
@nostalgic_nayok
@dlovecurve
@ariwearsthings
@thickfitdee
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@amandaneumanoficial
@aaliyahrenaa
@iheartcandyboo
@organiccurves_
@annemanyi
@johanamaya81
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@theprepguy
@missbetsyellis
@nessasherysse
@muva_fab
@elle.athina
@jeesha_chowdhury
-
Feature4 days agoRemembering Mia Amber Davis: A Pioneer in Plus-Size Fashion
-
Feature2 months agoNew Plus Model Castings and Opportunities!
-
Deals4 days agoWeekend Plus Fashion Deals…. Happening On Social!
-
Feature5 days agoMay 9 Edition – Our Favorite Plus Size Style Moments Of The Week
-
Feature6 days agoUnveiling the Power of Self-Care Rituals: Insights into Mental Wellness
-
Cover Models2 months agoFrom Catwalk Crusader to Industry Watchdog: Felicity Hayward’s Decade of Disruption
-
Cover Models1 week agoGet to Know Our Cover Model Sharon Dumfries…
-
Cover Models1 month agoWe Will Never Be Empty Nesters… And That’s Okay