Fabulous has announced the return of its brand’s second Fabulous Fuller Bust Collection after creating an ethical and environmentally sound new revenue stream which solves readers’ problems, supports women in India - and funds female journalism.
According to Fabulous, the made-to-order clothing range - avoids waste associated with fast fashion - and is designed in conjunction with readers led by the editorial team at Fabulous.
The collection was born out of listening to readers, added the publisher. Fabulous says its readers love fashion, but they frequently reported the same problem: they couldn’t find clothes which fit a fuller bust.
Fabulous says an exclusive survey found that 64% of its readers struggled to buy clothes because of the size of their chest, two thirds couldn’t find clothes that fit, and 4 in 5 buy clothes which are too tight, gape or are uncomfortable.
The latest drop has been designed with the help of more than 2,500 readers, via Facebook, WhatsApp, email and its website. The readers made key decisions on everything from the prints and colours to the style and fit, the publisher continued.
Fabulous launched the first Fuller Bust Collection in June and says it sold £55,000 of dresses in just five weeks.
The publisher says the collection also reached new online communities with the help of fuller-busted fashion influencers who modelled and praised the range on their Instagram pages, reaching a combined audience of 250,000 followers.
Ethical production and sustainability were key to this new project, and the garment workers who make Fabulous Clothing are paid higher than average wages. They also fund education centres for children in these areas - buying just one Fabulous dress can educate a child for two months.
The new collection is also good for the environment. Given that 30% of clothes go to landfill without ever being worn, the team says it only makes clothes once orders have been placed, ensuring supply matches demand.
Rachel Shields, assistant editor of The Sun, says: “Every woman should be able to wear clothes which fit and make them feel Fabulous - we hope that these collections will do just that. We know our readers love fashion - £24 in every £100 spent on women’s fashion comes from a Fabulous reader - but the fact that thousands of them volunteered to design this collection with us was just phenomenal. Fabulous is a brand with a massive reach, so the chance to develop such deep engagement with a cohort of women was really special.”
Fabulous says all of the clothes have design details that make dressing a fuller chest easier, including extra fabric around the bust area, buttons down the front that don’t gape and extra wide straps. Every item is well thought through, Fabulous continued, and feedback on the collection was overwhelmingly positive, with one tester moved to tears at finally trying on clothes which fit her properly.
According to the publisher TV stylist Mark Heyes raved about the 'Katie' dress during his fashion segment on ITV's Lorraine, telling viewers: "This is a cracking dress. Fabulous did a huge amount of research and found their readers struggle to get clothes to fit a bigger bust. They did something about it and created this great range. This dress is £48 and comes in this gorgeous green. it is very nice indeed."
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