LAUNCH OF NEW BODY INCLUSIVE PETITE COLLECTION VENUS
By: Prachi Khatri
Embracing body type diversity is fast becoming a non-negotiable consideration in the fashion industry. Historically, fashion brands would only use tall, thin models to display their creations on however, in response to feedback and evolving societal norms, numerous brands have recognised that a sweeping transformation was needed. Curvy, plus size fashion and inclusion of models has become somewhat normalized, which has empowered individuals to feel more confident with their identity. However, one demographic that has yet to break similar marketing barriers is petites.
In response to customer feedback, popular womenswear brand Venus has launched a new petite collection designed to fit women with small frame. At its core, the term ‘petite’ refers to height and body proportion rather than weight. In the fashion industry, petite sizing typically applies to women who are 5'4" or shorter, which makes up a rather large percentage of women. Petite sizes allow women to find clothing with a more accurate fit without needing to hem, pin or see a seamstress to adjust regular sized items.
Image Source: Venus website
According to Centers of diseases and prevention (CDP) the average height of an American women is about 5’4’’ inch or 63.7’’. However, only a few fashion brands cater to petite apparel. A lot of mass-produced fashion brands don’t cater to the variations in limb length, height or body length. Venus recognized this gap and stood by their brand’s mission to be inclusive.
Founded in 1982 in Jacksonville, Florida, Venus' roots stem back to creating posing suits for bodybuilding competitions. The company has evolved with their customers over the years and is currently a leader in stylish, on-trend designs in women's clothing, swimwear and lingerie.
This launch takes into account varied needs of body shapes rather than just adding more sizes. Venus’ new petite collection ranges from size 0 to 16 as well as XXS to L with a focus on dresses and bottoms. This collection is designed to address the challenges faced by petite women because everyone deserves to feel and look confident. The new collection is made to fit women with petite frames between 4'11" and 5'4" and offers 40 different styles.
Customers can shop the new collection at Venus.com with drops releasing September through December 2024. The company plans to expand into tops and other categories to meet the demand later in 2025.
Image Source: Venus website
Venus' characteristic styles are widely represented in the collection, ranging from stylish gowns to adaptable everyday wear. Every item is created with meticulous attention to detail that has come to represent the brand. From sleeve length to overall cut, each piece is designed to ensure the clothes not only look fashionable but are also comfortable.
Women feel empowered when they feel good about what they are wearing and well fitted clotheing plays a major role to their confidence. Venus as a brand that understands apparel is a means of self-expression and should be accessible to all people, regardless of size. The clothes that we wear are more than just a mere piece of fabric, It’s our identity. The confidence we carry when we walk into a room full of people is partially due to our personal style and self-expression.
Venus has always valued its ties with customers and this launch is no different. The brand stands out due to its pro-active approach while other brands are taking their time to adapt to this demand. Venus is making sure that more women feel recognized and represented in their fashion choices by being aware of what their customers require. Gone are the days when our plus size and petite size friends have to shop at different store. In this new era of fashion, all shapes and sizes are welcome to shop at the same store, thanks to brands like Venus.