New label Half Full Curve launches in Mumbai to cater to larger sizes

Fashion boutique Atosa launched the brand Half Full Curve on 13 July to fill the gap in the market for bold plus size fashion.

Half Full Curve to bring bold designs to plus size women's fashion - Half Full Curve

Sisters Rixi and Tinka Bhatia previously co-founded the former fashion and lifestyle store Attic and have now come together again to launch a new brand that they claim will cater to a part of the market that has previously been neglected, Half Full Curve. Both sisters found a lack of plus size western style clothing that included glamourous and bright styles and are seeking to fill that space with their new brand.

Tinka Bhatia described the line as “a one-stop-shop for curvy women” and their first collection will feature both eveningwear and daywear. The brand will carry regular sizes as well as plus sizes but is focusing on providing larger women with clothes that reflect how “extremely confident in their skin” they are, according to Bhatia. Furthermore, Bhatia went on to opine that there are “market inflicted rules” on larger women but that these did not reflect their actual demands as consumers.

Atosa is a luxury retail store located in the Khar West district of Mumbai and was opened in April 2011. The store stocks a number of high end brands such as Myoho, Malaga, Aneeth Arora, and Priyadarshini Rao.

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