Denim brand sizes up market
Full-figured jeans label Embody Denim is preparing to up-size when it makes its first appearance among hundreds of cutting edge wholesale apparel brands at FASHION EXPOSED in 2010.
Founded by former plus size model and entrepreneur Natalie Wakeling, the tag line “denim that loves your body” sums up the brand that has taken the wholesale apparel market by storm since launching.
Embody was created in 2006 when Wakeling was inspired by the wide range of denim in the US to design jeans for all women regardless of their shape and size.
Tired of having to settle for unattractive plus size jeans, Wakeling felt there was an opportunity in the wholesale apparel market for a denim label to “make fashion starved women feel great.”
“I have worn my fair share of unflattering jeans,” she said. “I felt there was a definite gap in the market when it came to buying beautiful jeans in the latest styles and colours that I didn’t feel embarrassed to wear.”
Backed by ten years’ experience as a model, a mother who has run a boutique for 20 years and a fashion agent for a sister, Wakeling created a collection of designer denim sized 8 to 26. In conjunction with its online store, this standout wholesale apparel label is also available through wide range of womenswear stockists nationally.
Offering a range of ten styles made from premium quality cotton denim, Embody jeans are designed to flatter different body shapes; “pear”, “love-heart”, “apple”, “noodle” and “hourglass”. Wakeling recently also introduced a denim jacket, a skirt and a new accessories range including premium quality leather belts to the Embody range.
Embody recently expanded into the New Zealand wholesale apparel market, while future plans will also see the brand made available in the US.
Taking its place among the wide range of wholesale apparel on show, Embody Denim will showcase its ranges for the first time ever at FASHION EXPOSED.
Co-located with THE AUSTRALIAN SHOE FAIR and the Bags & Accessories Fair from 14-16 February 2010 at Sydney Exhibition Centre, FASHION EXPOSED is the leading sourcing trade fair for buyers in the wholesale apparel industry.