Style doesn't have to be compromised for fit
When shopping for plus-size clothing on the high street, many women have felt frustrated at the limited range of options available. Often, a key piece from a collection isn't available in bigger sizes, if the brand even stocks those sizes at all.
But, thanks to the powerful voice of the body positivity movement, the fashion industry is finally taking notice.
That's why plus-size shoppers have been flocking to The Hour, who pride themselves on creating contemporary, trend-led, flattering pieces for fuller figures, from size 14 upwards.
The label was launched by London-based Nana Rasoeva, who felt uninspired by luxury plus-size clothing for women, and wanted to fill the gap in the market. Rasoeva's lightbulb moment came while searching for summer clothes.
"I was disappointed with the quality, fit and fabric, everything," she says. "I wanted well-fitting clothes in natural fabrics that were cool and a pleasure to wear. Was I asking for the impossible? At the time that was how it seemed."
Dedicated to creating wardrobe solutions for curvy women, she founded The Hour to empower women and the female form, creating cuts to balance proportions and accentuating the waist.
And it's easy to see why women are raving about the brand. With innovative cuts and fabrics (think: silk, denim, sequins), The Hour takes standard plus-size fashion and puts their modern, on-trend, European-chic stamp all over it.