The fashion world has long treated the plus size consumer like an afterthought. We’re talking sad, hidden racks, fabric that doesn’t breathe, and the soul-crushing experience of walking into a chic store only to be told, “Oh, we carry your size online.” Shopping for clothes should be a delightful, affirming activity, but for years, plus size women have had to settle for frustration. This is why the launch of the Viva Voce pop-up in Williamsburg, Brooklyn, is more than just a retail event; it’s a necessary cultural shift.
We had the pleasure of attending the grand opening last week, and the energy in the room was electric. Viva Voce isn’t just selling clothes; it’s selling an experience… one where plus size women are the celebrated main characters.
The brand’s mission is clear: to be a megaphone for the unheard, bringing visibility, community, and actual size and ethical inclusivity to the forefront of fashion. This is the new blueprint for shopping, and honestly, the industry needs to pay attention.
Why We Hated Shopping Before
Let’s be honest about the historical pain points of shopping for plus size fashion in a physical store. The experience was usually awful. First, you had the “dungeon effect” where the extended sizes were literally relegated to the darkest, dustiest corner of the store or tucked away on a different floor. It felt like a punishment just for existing outside of straight sizes.
Then came the inventory issue. Most major retailers would only stock a tiny, limited selection of their plus size line in-store, forcing you to go online anyway. You couldn’t touch the fabric, check the real fit, or see how the clothes looked on your body without making a digital gamble. Viva Voce size-inclusive fashion is here to obliterate that experience by focusing entirely on high-quality, fashion-forward pieces that you can see, feel, and try on immediately.
Viva Voce: A New Standard
The genius of Viva Voce lies in its commitment to being a true multi-brand destination. Imagine walking into a beautiful, sunlit space that is entirely dedicated to clothes that fit and look amazing. The pop-up, located at 276 Bedford Ave, currently brings together 36 sustainable and size inclusive brands (and they’re still counting!).
This curated collection means you’re not seeing the same handful of mass-produced items; you’re seeing innovative designs from independent, values-driven labels that go up to sizes like 6X.
This collective model is revolutionary for the plus size consumer. It solves the issue of brand fatigue and provides a diversity of styles, from elevated staples to bold, trend-driven pieces. Brands like Tamara Malas, Nomads Swimwear, and others are given a physical platform, giving shoppers an unprecedented opportunity to discover new favorites that align with their ethical and size needs. It truly transforms shopping from a chore into a highly engaging treasure hunt.
The Grand Opening Was a Vibe Shift
The opening night wasn’t just about the racks; it was about the plus size community showing up and showing out. Seeing dozens of plus size women confidently browsing, trying on clothes, and celebrating their bodies in a judgment-free zone was incredibly powerful.
The event was packed with influential thought leaders, designers, and fellow influencers in the plus size space, all connecting and affirming this massive step forward for the industry.
The whole environment felt like a joyous communal experience. It’s what shopping should have been all along: a celebratory gathering. The chatter wasn’t about squeezing into something or being ignored by staff; it was about the fantastic quality of the fabrics and the excitement of finally having so many chic options in one place. Viva Voce is delivering on its promise of visibility and validation, proving that the demand for stylish, accessible plus size clothing in a physical retail setting is huge.
The Future Is IRL
The successful launch of the Viva Voce pop-up proves that the future of plus size retail is not just digital. While online convenience is excellent, there’s an undeniable value in the sensory, communal experience of in-store shopping.
Being able to see and feel the clothes, interact with like-minded shoppers, and try on a massive range of options without the constant pressure of a measuring tape or a harsh dressing room mirror is invaluable for a community that has been historically marginalized.
This pop-up, running until February, is a must-visit for anyone looking to refresh their wardrobe with ethical, high-quality pieces that truly fit. Viva Voce is not just selling garments; it is successfully building a movement rooted in self-expression and belonging. It’s a vital reminder to the broader fashion industry that the plus size market deserves respect, diverse options, and a shopping environment that celebrates every body that walks through the door.
What was the single worst experience you ever had shopping in-store for plus size clothes, and how does the Viva Voce concept fix that for you? Let us know in the comments below!
