Bloggers Nicolette Mason and Gabi Gregg (aka GabiFresh) have been champions of body positivity for almost 10 years. Well before Instagram existed or model Ashley Graham appeared on the groundbreaking cover of Vogue, these women were leading the charge in 2008 to let the world know that amazing style has no size attached. Now—finally!—this twosome is launching their own plus-size fashion line. And everyone is looking to get there hands on it this morning.
Premme is the trend-driven, affordable (all under $100) shopping destination for the girl who doesn’t want to wear what everyone else has and definitely doesn’t want to accept whatever’s available in an often limited market. “Premme is about delivering the same fashion options offered to the straight-size set, without settling for watered-down versions of what we really want,” says Mason in a press release. She also explained to us that the collection isn’t a means to provide basics or so-called “office clothes.” Those options exist, she tells us, but there aren’t many options for those who want to be creative and participate in exciting of-the-moment trends.
“Premme wants to give women the freedom to dress according to their personal style without giving in to the limits of society’s current fashion rules,” Gregg adds in the release.
With this in mind, the inaugural collection is stocked with non-basic everyday pieces, like off-the-shoulder bodysuits and embellished sweats. It also contains popular silhouettes that can be harder to come by in a plus size, as they told us, namely a great pair of flowy wide-leg pants and a denim button-down dress with buttons that stay flat even when you’re sitting down.
In case you need further proof that this collection is what so many fashion-loving women have been wanting, the site crashed as of this morning when the products went live. “We totally appreciate the overwhelming support and are working on getting this resolved ASAP,” Mason shared on her Instagram. But don’t fret—all’s up and running now.
Take a look at the first pieces in the new collection from Premme below.
Pictured: Premme Feminist AF Denim Jacket ($89).
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