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– we talk to four lo­cal brands cel­e­brat­ing de­sign for shapely fig­ures

“Ev­ery inch of you is per­fect from the bot­tom to the top” sang Meghan Trainor in her curve-power an­them ‘All About That Bass’. Naomi Larkin talks to four lo­cal brands cel­e­brat­ing de­sign for shapely fig­ures.

Love her or hate her, there’s no deny­ing that Kim Kar­dashian – with Bey­once and J-LO back­ing her up – has made curves not just a talk­ing point, but Hot Right Now! Siz­zling in fact. With words like ‘booty­li­cious’ and ‘cur­va­li­cious’ hav­ing nudged fuller fig­ure and plus size out of our ev­ery­day lex­i­con, and the pop­u­lar­ity of size zero mod­els on the wane, women are be­ing en­cour­aged to #em­bracey­our­shape, cel­e­brate their curves and stop hid­ing their der­rières.

Whilst not ev­ery­one is after Kim K’s style of dress­ing, best de­scribed by Elle mag­a­zine as “de­liv­er­ing drama and sex ap­peal in spades,” we all want to step out the front door con­fi­dent that we’ve nailed it sar­to­ri­ally. We asked the women be­hind four lo­cal brands that cater for curvy cus­tomers to bust some myths and share some tips.

Be­low and left: Lala’s clothes aim to smash “per­cep­tions around size and de­sign-driven fash­ion”.

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