For too long, the fashion industry has treated plus-size consumers like an afterthought. We’re talking about sad, hidden racks, fabrics that don’t breathe, and the soul-crushing experience of walking into a chic store only to be told, “Oh, we carry your size online.” Shopping for clothes is supposed to be a fun and positive activity, but for years, plus-size women have had to put up with frustration. This is viva voce The pop-up in Williamsburg, Brooklyn, is more than just a retail event. It’s a necessary culture change.
We had the pleasure of attending the grand opening last week and the venue was buzzing with energy. Viva Voce doesn’t just sell clothes. It’s selling an experience in which plus-size women are the titular protagonists.
The brand’s mission is clear. It’s about becoming a megaphone for unprecedented people, bringing visibility, community, true size and ethical inclusivity to the forefront of fashion. This is a new blueprint for shopping, and honestly, the industry needs to take note.
Why we used to hate shopping
Let’s be honest and talk about the historical problems with buying plus size fashion in brick-and-mortar stores. The experience was usually terrible. First, there was the “dungeon effect” where the expanded size was literally relegated to the darkest, dustiest corner of the store or hidden on another floor. I felt like I was being punished just for existing outside of my straight size.
Then came the inventory issue. Most major retailers only stock a small number of plus-size items in their stores, forcing you to buy online anyway. To touch the fabric, see the actual fit, and see how the garment looks on your body, you have to take a digital gamble. Viva Voce Fashion Size-Inclusive is here to dispel that experience by focusing entirely on high-quality, high-fashion items that you can see, touch, and try on right away.
Viva Voce: A new standard
The genius of Viva Voce lies in its commitment to being a true multi-brand destination. Imagine walking into a beautiful, sun-lit space filled with clothes that fit and look great. Located at 276 Bedford Avenue, the pop-up is currently home to 36 sustainable and size-inclusive brands (and counting!).
This carefully selected collection means you won’t see the same number of mass-produced items. The independent values-based label’s innovative designs are now available in sizes up to 6X.
This collective model is revolutionary for plus-size consumers. We solve the problem of brand fatigue and offer a wide variety of styles, from classic classics to bold, trend-setting pieces. Brands like Tamara Malas, Nomads Swimwear and more will be given a physical platform, giving shoppers an unprecedented opportunity to discover new favorites that suit their ethical and sizing needs. It truly transforms shopping from a simple chore to a highly engaging treasure hunt.
The grand opening changed the atmosphere.
Opening night wasn’t just about racks. It was about the plus size community showing up and being exposed. It was incredibly powerful to see dozens of plus-size women confidently browsing, trying on clothes, and celebrating their bodies in a judgment-free zone.
The event brought together influential thought leaders, designers, and fellow plus-size industry influencers to unite and affirm this major step forward for the industry.
The whole environment felt like a fun communal experience. It’s what shopping is supposed to be: a celebratory gathering. The chatter wasn’t about getting stuffy or being ignored by the staff. It was about the amazing quality of the fabrics and the excitement of finally having so many chic options in one place. Viva Voce delivers on its promise of visibility and validation, proving there is a huge demand for stylish and accessible plus-size clothing in brick-and-mortar stores.
The future is IRL
The successful launch of the Viva Voce pop-up proves that the future of plus-size retail is not just digital. While online convenience is great, there is undeniable value in the sensual, collaborative experience of shopping in-store.
The ability to see and touch clothes, interact with like-minded shoppers, and try on a wide range of options without the constant pressure of measuring tape or harsh dressing room mirrors is invaluable to historically marginalized communities.
Running until February, this pop-up is a must-see for anyone looking to refresh their wardrobe with ethical, high-quality pieces that really fit. Viva Voce doesn’t just sell clothes. We are successfully building a movement rooted in self-expression and belonging. This is an important reminder to the wider fashion industry that the plus size market is a shopping environment that should be respected, has diverse options and celebrates every body type that walks through its doors.
What is your worst experience when shopping for plus size clothes in a store? How does the Viva Voce concept solve it? Let us know in the comments section below.
Source: The Curvy Fashionista – thecurvyfashionista.com
