Gone are the days when plus-size fashion meant ill-fitting silhouettes and a resigned sigh on the shopping floor. BloomChic, a mid- and plus-size brand catering to sizes 10 to 30, is rewriting the narrative. Their recent ‘Together We Are One’ campaign is a vibrant tapestry woven with stories of self-discovery, body positivity, and the transformative power of clothing.
Celebrating their third anniversary, BloomChic brought together six remarkable women, each a customer with a unique story. From Virginia, who rediscovered her inner beauty by embracing her curves, to Caitlin, a powerful C-suite executive challenging industry bias, these women represent the diverse faces of the mid- and plus-size community. These real-life heroes weren’t sequestered in a studio; instead, they were whisked away to the heart of New York City, where BloomChic’s brand director, Kieren Kierkegaard, personally directed a full-day campaign shoot. The resulting images showcase the women, not just modeling the brand’s stunning Anniversary Collection of dresses, but radiating confidence and individuality.
Sharing her excitement for the experience, Melissa noted: “Getting to travel to New York and model for my favorite brand was an awesome experience as a whole, but to me the best part was meeting the BloomChic team and also the other selected girls.”
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This campaign is a stark contrast to the homogenized, one-size-fits-all approach that has plagued mainstream fashion for far too long. BloomChic’s philosophy, as Ying Lu, a founding member and leader of US marketing and strategy, puts it, is rooted in “a deeply empathetic design philosophy that centers the mid- and plus-size woman and her body.”
‘Together We Are One’ goes beyond showcasing beautiful clothes. It’s about building a community where women of all sizes feel not just seen, but actively celebrated. This empowering message resonated deeply with customer Rachel, who shared, “It fills me with a deep sense of responsibility to know that many people will hear my words. I hope viewers will be positively and meaningfully impacted by my story.”
BloomChic’s mission is to make stylish clothes accessible to everyone, not just a select few. Their commitment to inclusivity goes beyond size. They feature diverse models in their campaigns and design clothes that cater to a wide range of personal styles. The impact is clear: By featuring real women with real stories, the mission-oriented fashion brand shatters the myth of impossible beauty standards. They show us that true beauty comes in all shapes and sizes. Reaffirming this value, Lu remarked, “we believe in creating a profound sense of beauty, confidence, and belonging with our brand through the designs we put out into the world, and by making fashion accessible to more than one body type or size. Beyond the physical, our ethos is to make women feel confident, included, and valued in every way.”
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Voicing her sentiments about the campaign and NYC photoshoot, Melissa said: “It was so nice to get to know a company who truly cares about their customers and wants them to feel valued, appreciated, and loved. Being newly postpartum, I’m still trying to understand who I am, and loving my post-mom body has been a challenge at times. This experience was a reminder that I am beautiful.”
BloomChic reminds us that confidence isn’t about shrinking ourselves to fit a mold, but embracing our unique forms and using fashion as a tool for self-expression. They have a powerful message they’re sharing with women across the world – you are beautiful, you are worthy, and you are amazing just the way you are. Solidifying their stance, Lu says, “Our mission is to celebrate mid- and plus-size women’s beauty, style, and successes and help them shine and feel good in their skin. BloomChic hears their voices, and we see the value in forging a path of empowerment with our customers. This commitment to breaking barriers and uplifting women is our reason for existing.”