For plus-size women, shopping for high-fashion clothing can be both difficult and demoralizing.
“You go to the store, and it only comes in a size 10,” blogger Courtney Smith says. “And you might be a 12, you might be a 16, 18, might be a 20. And it just crushes you.”
Smith’s struggle to find trendy outfits inspired her to start her own clothing line, she told ABC News’ Juju Chang.
Dubbed Rum and Coke, the line is sold online and via social media.
“It’s about time that we shine the light on bigger women,” she said.
“So no more muumuus?” Changasked.
“No,” Smith said. “Death to the muumuu.”
Rum and Coke is part of a booming trend of fashion forward brands that are catering to plus-size women, who are often overlooked.
One fashion blogger created the hashtag #PlusSizePlease, which took hold across social media and persuaded stores to take notice.
Another popular brand, Eloquii, is now partnering with Nordstrom. The line has a loyal following because of its high-fashion sensibility.
“We had a misconception in plus-size that women really wanted to cover themselves be invisible … now the plus-size person knows they don't have to abide -- breaking out in stripes, prints and bright colors,” said Nicolette Mason, a blogger at NicoletteMason.com.
Looks from Eloquii and Rum and Coke were shown on “Good Morning America” today.
Here’s more information on those looks:
Company: Eloquii. The brand is offering a discount today through Sunday. Get 40 percent off your entire purchase, plus free shipping. Use this coupon code at checkout: GMA
Outfit: Perforated Midi Skirt, Quilted Sleeve Moto Jacket, Cropped Sweater With Chain Neck Detail
Company: Fashion to Figure
Outfit: Skinny jeans and top.
Company: Rum and Coke
Outfit: Kiana Crop Top and Maya Skirt from Rum and Coke