Fashion

This Plus Sized Brand May be the Solution to Fashion’s Size Problem

Hear from the founders of See Rose Go.

8,801

This Plus Sized Brand May be the Solution to Fashion’s Size Problem

Hear from the founders of See Rose Go.

What was supposed to be a casual afternoon with a friend, left Yi Zhou and Erin Cavanaugh – founders of the innovative plus size label See Rose Go – seemingly stunned. As the trio discussed plus sized clothing, the friend recalled how depressing her day-to-day experience of dressing up every morning was. “You have no idea how hard it is to shop for my body,” she said. The friend, who is a size 16, explained feeling routinely disappointed and ostracized from mainstream fashion.

“This conversation affected both of us deeply,” said Zhou, who heads up design and all creative direction at See Rose Go. Intrigued, the duo consciously reached out to other plus size apparel shoppers who explained how poor wardrobe options affected them emotionally and redefined their body image. “We work in fashion, we are around clothing all day. I think we just assumed everyone had the same options when shopping,” said Zhou. It was at this point that they decided to launch See Rose Go, a plus size brand that caters to women size 14 and above.



Inspired by multiple conversations with a diverse group of women, the designers aim to provide the perfect fit, quality, and effortless sense of style to the consistently marginalized group. “We reflected on each conversation, writing key statements on Post-Its which wallpapered our office. Through the hundreds of insights we collected, three main themes became crystal clear – quality, fit, and style,” the designers state on their website.

“I think we just assumed everyone had the same options when shopping.”

The brand continues to attract curious attention from both press and consumers for their unique but limited offerings that fit on real life women. “We intentionally launched with a small curated line of six styles,” explains Zhou. “We want to make sure that every piece is just right. As we expand, our line will always be more about a thoughtful range of great choices, making every piece count.”

Earlier this year at CurvyCon, New York Fashion Week’s recently-anointed size diversity panel, plus sized models and activists discussed how slow the change is and why most high-end labels aren’t listening. Furthermore, in order to vocalize their outrage and highlight the issue, Rebel Wilson launched her own plus sized label this year while brands such as Nike announced they’d be extending their offerings to be more inclusive of larger sizes.


However, despite these efforts and several findings repeatedly stating the average American woman is a size 16, size diversity continues to be a throbbing issue within fashion with most high-end and fast fashion brands targeting their offerings to women below a size 12. “I don’t understand why this persists, maybe it’s still an afterthought for many brands,” Zhou says. “Fit issues, poor quality materials and uninspired designs are the norm of what we see and hear from real women. Often they feel they are forced to settle for “just good enough” because that’s what’s out there for them.”

“Our line will always be more about a thoughtful range of great choices, making every piece count.”

To mainstream fashion’s credit, notwithstanding their obvious lack of inclusiveness, plus sized clothing is unchartered territory for most that requires a good amount of effort and dedication. “Finding fabrics that drape and breathe while being highly durable is no easy task, especially when cost control is a factor. You have to think through each construction detail. I experiment with different construction elements, for example testing whether the French seam or the flat felted seam is more durable against thigh chaffing. There are so many details,” says Zhou who along with Cavanaugh remains unfazed by the difficulties. “The challenges make us supercharged and focused on our vision to be even more passionate in finding solutions to create beautiful quality clothing for curvy women.”


At the heart of fashion is a stubborn addiction to the same tired image of a skinny, perfect girl who bears no relation to the reality of most women. Although the success of models like Ashley Graham signals a change, 99 per-cent of the models cast for runway and campaigns are a far cry from actuality. Still the advent of brands such as See Rose Go certainly offers hope. “Fashion will always have an aspirational and idealized element,” offers Zhou. “What our creative vision is and how our fit expression should be. Once we see fit on a curvy body, where proportions and balances are different, we keep tweaking the design process on the body until it looks amazing.”

To find out more about See Rose Go and explore the latest collection, head to the web store.

Read Full Article
Text By
Editor
Nav Gill/Hypebae
Share this article

What to Read Next

This K-Beauty Brand May Change the Way We Buy Foundation
Beauty

This K-Beauty Brand May Change the Way We Buy Foundation

Introducing Laneige’s “Bespoke NEO” service and blending robots.

"Be a CoverGirl" in the Brand’s First-Ever Contest
Beauty

"Be a CoverGirl" in the Brand’s First-Ever Contest

Enter to become the “easy, breezy, beautiful” face of the iconic beauty brand.

The Coolest Sunglasses Brands to Shop This Summer
Fashion

The Coolest Sunglasses Brands to Shop This Summer

From cult classics like QUAY and Le Specs to celeb faves like Poppy Lissiman and Gentle Monster.


These CSM Students Are Set to Be Fashion's Next Big Thing
Fashion

These CSM Students Are Set to Be Fashion's Next Big Thing

The class of 2024 presented its BA collection in London this week, here’s who to look out for.

Sportswear Gets an Unconventional Twist in Champion's Spring/Summer 2018 Lookbook
Fashion

Sportswear Gets an Unconventional Twist in Champion's Spring/Summer 2018 Lookbook

Peep that ultra violet logo sweatshirt.

Apple's HomePod Might Just Be Your New, Smart Best Friend
Culture

Apple's HomePod Might Just Be Your New, Smart Best Friend

Pre-orders have already sold out.

PUMA's Pink, Bow-Topped Sneaker Will Be Your Valentine's Day Sweetheart
Footwear

PUMA's Pink, Bow-Topped Sneaker Will Be Your Valentine's Day Sweetheart

An adorable update.

Joey Bada$$ Teams up With EV BRAVADO for a Collaboration and Pop-Up
Fashion

Joey Bada$$ Teams up With EV BRAVADO for a Collaboration and Pop-Up

Slick Woods also helps “Make Amerikkka Suck Again.”

Noah's Spring/Summer 2018 Lookbook Celebrates the Power of Youth
Fashion

Noah's Spring/Summer 2018 Lookbook Celebrates the Power of Youth

Age is just a number, after all.

DL1961's Latest Campaign Stars Emily Ratajkowski, Maye Musk, & More
Fashion

DL1961's Latest Campaign Stars Emily Ratajkowski, Maye Musk, & More

The brand taps an inspirational team of “global citizens.”

Every Sneakerhead Needs This Jordan Brand "Wings" MA-1 Bomber Jacket
Fashion

Every Sneakerhead Needs This Jordan Brand "Wings" MA-1 Bomber Jacket

Part of Jumpman’s ever-expanding line of womenswear.

A.P.C.'s Spring 2018 Collection Defines Elevated Minimalism
Fashion

A.P.C.'s Spring 2018 Collection Defines Elevated Minimalism

The ultimate basics.

Kim Kardashian Stuns in KKW Beauty on the Cover of 'Vogue' Taiwan
Beauty

Kim Kardashian Stuns in KKW Beauty on the Cover of 'Vogue' Taiwan

The reality star talks her beauty empire.

OBEY's Spring 2018 Collection Will Make You Long for Sunny Days
Fashion

OBEY's Spring 2018 Collection Will Make You Long for Sunny Days

Shot in LA and Miami.

More ▾
 

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.