Unlocking the Value of Size Inclusivity with Australia’s First Plus Size Model | #362
Natalie landed her first editorial spread in Cosmopolitan Magazine in 2000 and since then has worked with every major Australian fashion title, plus-size brand and large retailer. Her own struggle as a teenager to find cool fashion that actually fit, led her on a crusade for size inclusivity – and in 2006 she launched her own plus size fashion label, Embody Women. In our chat, Natalie shares the surprising stats of the plus size fashion market, her trust policy with returns and the journey she’s taken to acquisition.
Missed opportunity
“The growth within the high fashion element has just disappeared. It’s quite bizarre. So we have women that are more in tune with their bodies. They have the money to spend in this demographic. Yet, you still today cannot open up an Elle or a Vogue or any of our magazines here in Australia and just see even one page dedicated to dressing over a size 16.
So the current ABS data is the average woman is a size 16 to 18. So 67% of women in Australia are regarded as plus size. And only 6.3% of retailers sell plus size. Isn’t that mind boggling? And we’ve had a 4.8% growth year on year since 2017 in the marketplace. There’s a lot of money that’s just floating out there, not being able to spend in our fashion categories. It’s such a missed opportunity for Australian brands, Australian fashion, our growth.”
Wednesday 13th December 2023
Introducing Natalie Wakeling, a dynamic entrepreneur and a true inspiration for aspiring Ausmumpreneurs everywhere. Her remarkable journey has led her to become a distinguished finalist in this year's highly esteemed AusMumpreneur Awards. With unwavering determination and a passion for innovation, Natalie has defied the odds and built a thriving business while juggling the demands of motherhood.
Natalie's ingenious business concept, fuelled by her innate creativity and entrepreneurial spirit, has captured the attention of industry experts and fellow Ausmumpreneurs alike. However, what truly sets her apart is her unwavering commitment to size inclusiveness and her dedication to serving the plus-size fashion community.
Through her brand, Embody Women, Natalie has revolutionized the fashion industry by creating a safe and inclusive space for women of all sizes. Embody Women goes beyond simply providing stylish clothing options; it fosters a sense of belonging, empowerment, and self-acceptance for women who have often been overlooked by mainstream fashion.
Natalie's passion for serving the plus-size fashion community shines through in every aspect of Embody Women. From the inclusive size range to the body-positive messaging in her marketing campaigns, she has redefined what it means to be fashionable and confident, regardless of size.
As a finalist in the prestigious AusMumpreneur Awards, Natalie stands out among an exceptional group of accomplished women who have made significant contributions to their respective fields. Her story serves as a beacon of hope and encouragement for Ausmumpreneurs everywhere, inspiring them to pursue their dreams, embrace size diversity, and change the world through their own unique visions.
Wednesday 25th June 2023
Plus-size labels will take the runway in a dedicated showcase during Afterpay Australian Fashion Week (AAFW) in May, headlined by international supermodel Robyn Lawley.
Six designers will come together in The Curve Edit showcase, including 17 Sundays, Saint Somebody, Embody Women, Vagary the Label, Harlow, and Zaliea, each offering sizes 12-26.
“In my years of being a custodian of Australian fashion, I can say that the diverse nature of talent I’m seeing is better than ever. I can safely say that this is not a trend, but a fundamental shift in the event’s history,” IMG’s Natalie Xenita told Inside Retail.
Plus-size fashion that’s relevant, bold, stylish, and easily accessible, this is what we want!
Gone are the days when a curvy woman would settle for what was an afterthought of bad florals cut into a shapeless sack. The more coverage the better, as apparently anyone over a size 14 doesn’t want to show their skin or look fashionable. How much further from the truth could this be.
“Juggling babies, body image & business with Australia’s first plus-size model, designer and mother, Natalie Wakeling.”
— Dear Paris Lingerie Lifestyle Journal, Megan McGrath, March 15, 2018
“Model urges designers to stop hiring ‘token’ curvy women for the catwalk - as she slams the horrifying lack of diversity at Fashion Week.”
— Daily Mail Australia, Laura House, May 17, 2019
“The day I buy a magazine with a curvy model on the cover and don’t hear about it in the news the next day, I’ll know we have finally achieved a sense of calm within the curvy space and general community”
— Stellar Magazine, Anne Byrne, 2016